Cannes Lions

Lockdown Whopper

SAATCHI & SAATCHI SOUTH AFRICA, Cape Town / BURGER KING / 2020

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Overview

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Credits

Overview

Background

In the first phase of hard Lockdown in South Africa, Burger King restaurants were closed. Our brief was to connect with our consumers during this difficult time - but to do it the Burger King way. Even though other fast food chains continued to advertise, we saw through social listening that many people were dreading the deprivation of a lockdown without BK - so we built out response around this insight. Burger King had no budget to create content (as our investment is contingent on sales, and stores were closed), so we had to create a fast, affordable tactical campaign.

Idea

"Lockdown Whopper" was a series of Burger King food product content, with all the delicious food pixillated. Out of consideration for our fans, we censored our food porn to reduce cravings during lockdown. We disrupted the category by doing the exact opposite of what our competitors were doing.

Strategy

We targeted our community of followers, and used our meagre $600 budget to boost the content across Twitter, Instagram, Facebook. Our campaign was eye-catching and newsy. It worked perfectly on social platforms where people had been bombarded by emotional (and often identical) comms from brands with lofty odes to the human spirit. Lockdown Whopper was a disruptive breath of fresh air during lockdown, with a brand that still spoke in its authentic voice despite the social context. Whopper was punchy, cheeky and totally hit the spot.

Execution

"Lockdown Whopper" was a series of short videos that were displayed on social channels (display) for most of the month of April 2020. There were four different product variants, each with their own video. The boosting media budget was $600.

Outcome

1.8 Million media impressions

11 Thousand engagements

55%+ Positive Brand sentiment

.....and of course, no sales :)

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