The idea was to use the wrapper itself as a medium to reinforce the “Have it Your Way” positioning, customising it. A secret camera at BK restaurants took customers' pictures. Their photos were then printed instantly onto the wrappers of their freshly-made burgers.

Burger King® has strengthened its HAVE IT YOUR WAY™ positioning by proving that each burger is made to order especially for the customer. More than that, a simple idea has spread like wildfire on the web: in the first day, right after the video launch, it was the Trending Topic on Twitter, had more than 50,000 mentions on Google, and 111,000 views on YouTube. Thousands of people are asking at a BK near their homes if they can have their face on the WHOPPER® wrapper.