At Burger King we are proud of being flame grilled since 1954 and we want all the “grill” to feel the same. Thats why we decide to give every “Grill” in Argentina a free lifetime supply of WHOPPER® . Yes, for real. This benefit is for life, just like their last names.

The execution is a testimonial format where 6 people surnamed "Parrilla" tell the camera the bullying they suffered for having that last name. They were not actors. They were real people to whom Burger King, through a letter, gave them the benefit of free hamburgers for life.

The idea earned 20 million global impressions making it Burger King´s most talked campaign in Argentina.

The spot earned $1,2 million in media.

Within the first week the spot was viewed 5 million times online.

And the most important more than 12.000 “Grill”with lifetime supply of free WHOPPER® sandwiches.

Sources: Facebook Trends / Google Trends / Twitter Insights Dashboards / YouTube / Burger King Argentina.