Last November, Burger King Brazil came up with a new cheddar sauce recipe and a new sandwich called The BK Cheddar, much tastier and melting than the previous cheddar one.

So, we needed to make people know about this cheddar improvement, but most of all we needed an idea to make people crave so much about the launch, that they would want to lick their TV screens. We just didn’t know how to take it to the next level for real.

Instead of talking about the melting cheese and all of that, Burger King came up with the stupidest call to action ever: LICK THIS AD. We challenged people to record themselves licking their own TV screens during our commercial and share it on social media in order to try the BK Cheddar sandwich for free. Somehow, we’ve created the first lickable commercial ever

We had in hands a pretty weird call to action people just wouldn’t ignore and a pretty cheap media budget.

So, the strategy was to stand out during the break and make people want to talk about it after the break.

We made a 60” TV spot with a promotion and aired it just one single time during primetime. The spot stood out during the break and people started to talk about it on social media. Then, people who took our call to action started to post their licks on social media as well, creating an ever bigger conversation and engagement about the idea.

More than 2000 videos received in an hour, showing people licking their TV screen.

Trending topic of the day.

Coupons supposed to be given out in a week went off in just a day.

Growth of 28% in sales of cheddar sandwiches.

The most licked commercial EVER