We invented The Sufganiking - A burger in a Sufganiyah.

We gave sugar crazed Israelis probably the first ever savory meat alternative

to all the sweet caramel, chocolate-coated and cream filled sufganiyot.

Creating a Whopper- sized Sufganiyah was challenging, so our first task was to find a bakery that could produce them. After trying a number of bakeries, we finally settled on one in Jerusalem.

Next we needed to create a Sufganiyah that would have the perfect texture and balance between salt and sweet. After several trials and many tasting sessions we finally got it right.

Now we needed a photoshoot to create the perfect mouthwatering shot of the Sufganiking. Two weeks before Hanukah, we released its picture in a teaser post on social media with a simple caption: “Coming Soon”.

Response was striking: consumers social feeds filled with shares and comments. The press who tried the Suganiking raved and thanks to a second video post, a week before the holiday 90% of the country heard about the Sufganiking.

Over Hanukah all Burger King Restaurants served the Sufganiking which became a bestseller.

* December became Burger King's bestselling month in Israel. Ever!

* Traffic to Burger King restaurants increased by 45%

* Sales increased by 58%

* "The Sufganiking" became the hottest news story on Hanukkah:

with stories on all major national and international news outlets

* 74M media impressions

* 1.1M $ earned media

* and a campaign budget of only 15,000$

* By creating embracing local food culture and tradition and by inventing an entirely new product, Burger King, an all American brand, managed against all odds not only to steal the show from the age-old Sufganiyah but change Israelis Hanukkah eating habits forever.

In addition, for the first time ever a fast food brand managed to overturn the traditional sales slump of fast food restaurants during Hanukkah and turn it into booming growth.