Burger King wanted to introduce its new free artificial ingredients whopper to Gen Z, and in order to doing that, we went to urban music fans.

We created different music sessions where each urban music artista sang without one of its main artificial ingredients: Autotune.

The main goal was to impulse a greater feeling and relevance of the brand among a big group of consumers, but above all among Z Gen, one of the most important releases of the year.

Almost every Burger in the market has artificial ingredients for “improving” its own flavor.

In parallel, 9 out of 10 urban artists sign their songs with autotune in order to improve their voices.

To launch our Whopper without artificial ingredients, we invite different urban music artists to eliminate the most used artificial ingredient in their industry: Autotune.

We created different musical sessions, where these heroes of trap music sang with their real voice, as real as our hamburgers.

In 2021 burger King wanted to introduce its new free artificial ingredients whopper to z generation, so our idea was to créate an aliance with urban artista that used the most artificial ingredients in their music, looking to eliminate the artificial ingredients from their songs.

So we achieved a real and authentic conection among our new followers.

1) We reached 3 big urban music artists and challenged them to sing their most popular songs, but without autotune, the most common artificial element in the industry.

2) We released the samplers in the radio and every social platforms of the brand and artists.

3) PR exclusives with the principal music media of our country.

4) We launched promotions for our followers, where we could interact in real time as the campaign was moving on.

The first "Real Whopper Session" without Autotune was communicated through a trailer released on social networks of the invited artists, music pages and on the Burger King channel, where we revealed what it was all about.

The announcement of this unexpected action generated a wave of positive comments and motivated other artists to join the project on a voluntary basis.

The songs reached more views than the original music videos in 66% of the cases.

Later, the campaign was accompanied by different promotions that motivated urban music fans to try the new Whopper without artificial ingredients.

“Real Whopper Sessions” transformed urban music fans into Whopper fans without artificial ingredients through innovative melodies free of fake effects.

10.8 MM impressions

1.5 MM Views

95% Positive Sentiment

The new songs reached more views than the original music videos in 66% of the cases.

Sales Increase 10%