Truckers are big boys with a big appetite for burgers – and fast food chains’ most loyal customers. But unfortunately, in Germany advertising near the highway is prohibited by law – so with conventional advertising, there is no chance to reach them. Is it still possible to make truckers’ mouths water with the thought of a flame-grilled Whopper?

Eight compact cars had a continuing message printed on their roofs. The cars went hunting trucks on German highways, moved into the lane in front of the trucks to deliver their message – readable for nobody except truckers, thanks to their elevated seating position.

Then, the last of the cars piloted the truck to a custom-built drive-thru for truckers only, where the menu board, the intercom and the pick-up window had been elevated to make ordering and picking up as convenient as possible for the truck drivers.

During a one-day promotion, eight compact cars with a continuing message printed on their roofs chased truck drivers on German highways. After they moved into the lane in front of them to deliver their messages, the last car lead the truck drivers to the next Burger King restaurant. Here, a custom-built drive-thru for truckers only awaited them, so that they could place their order and pick it up without leaving their trucks.