Our objective was to stimulate people's appetite for the Jalapeno on a tiny budget, in an original way. So, we created a photo-booth stunt to surprise people having their picture taken, by giving them a fun, take-home “photo souvenir” in which they appeared dressed as a Mexican with sombrero. The photo-booths were located in malls near to BK restaurants so people could go in and trial the next burger right away or take home the photo and spread the news.

The photo booth stunt and take-home “photo souvenir” created an immediate buzz both in the shopping malls and beyond, due to the "souvenir" mechanism. On a very small budget, we created a lot of positive noise for the product and this led to a large increase in sales.

Due to its success, Burger King decided to roll-out the promotion nationwide.