On Sunday October 25th 2020, there was a referendum in Chile to decide if the country should change its constitution, dating back to the dictatorship of Augusto Pinochet in the 1980s.

Voting in the middle of a pandemic meant that a mass of people would be on the move. Among the measures taken to prevent contagion, the government insisted that every voter must carry their own personal and non-transferable blue pen.

Burger King's brand promise of "Have it your way" has morphed over time into "Be your way". This has given it permission to get actively involved in social issues. The objective in this case was to get involved in the referendum conversation, on the ideal scenario with the help of their star product, the Whopper, and trying to stay neutral but helpful on a very political topic.

Stepping into this scenario, Burger King partnered with Uber Eats to release a meal combo for one day only, October 24th (The day prior to the voting). The combo known as 'The Referendum Whopper' included for free a blue pen for voters to express in their own way at the polls.

Unlike previous votings, this plebiscite was highly expected by the country. According to SERVEL (Chilean electoral service) this was the biggest voting in the Chilean history to date (7.562.173 votes cast).

Our audience was everyone involved in the social discussion regarding the referendum, no matter their political side, if they "approved" or "rejected" a new constitution, our goal was to generate interest in to participate in this historical moment for the country.

Considering the fact that this vote happened in the middle of the pandemic, the government insisted that every voter must carry their own personal and non-transferable blue pen in order to avoid contagion.

Our approach was to take advantage of this particular issue helping people to get their blue pens for free with our special meal to express in their own way at the polls. The Referendum Whopper was the perfect excuse to get a pen and vote.

The campaign ignited with the announcement on social media of 'The Referendum Whopper', 5 days prior to the historical referendum.

During the previous days to the launch of the special combo, we stocked our restaurants nationwide with blue pens ready to be added for free to every Whopper combo.

The partnership with Uber Eats was a key asset in a moment of the pandemic where going massively to a restaurant wasn't recommended at all and several regulations where applied in order to avoid crowded foodcourts.

This way and thanks to the Uber Eats network we managed to deliver thousands of 'Referendum Whopper' combos the day previous to the voting, just in time to have a blue pen of your own ready to vote, all thanks to Burger King.

With just one post on social media and adding a 20 cent blue pen with every Whopper order, we achieve:

- 367% more sales compared to the same day - previous year.

- Mentions and apparitions in almost every local newspaper.

- The most shared chilean campaign with over 120 free media apparitions on international media.

- We help thousands to express themselves in their own way.