INSIGHT

Ever go to a restaurant with friends and when the food arrives you realise you ordered the wrong thing? That’s called food envy. We leveraged this emotional insight by highlighting BK®’s fresh ingredients.

THE IDEA

WHOPPER® Envy. It doesn’t matter what you’re eating. Sit down next to someone with a WHOPPER®, and you’ll experience food envy. You’re sad, you’re perplexed. Why are you not eating a WHOPPER®? The only way to avoid it? Get a better, fresher WHOPPER®.

Our entire campaign centred around the idea of “envy” – how people would rather have a WHOPPER® Burger than anything else. This was brought to life in TV, radio, a digital promotion / activation, and social media.

IMPLEMENTATION

The campaign consisted of digital and traditional media that built awareness of the brand and the promotion. A TV and radio commercials established the WHOPPER® Envy with the line “Get a better, fresher WHOPPER®” while tongue-in-check social media content made fun of our competition / created awareness of the #SWHOPPER promotion.

TIMELINE

WHOPPER® Envy Campaign: 8 October 2016 – 30 December 2016.

#SWHOPPER promotion: 8 November 2016.

PLACEMENT

The brand ads establishing WHOPPER® Envy were placed on TV, radio, and online. The #SWHOPPER promotion used a social media strategy to ensure we reach our audience and attract new fans. We used a combination of paid media on Facebook, and entertaining branded content on Facebook and Twitter, and in-store.

SCALE

This was a nation-wide campaign and promotion that was implemented at every BURGER KING® in South Africa.

11,7-to-1 PR ROI (AVE 1:1).

Earned Media: R1 452 287.

Direct Social Media Reach: 3 297 702

ACHIEVEMENT AGAINST BUSINESS TARGETS

When we won the account the sales were in a -5% decline. By the end of this campaign, sales had grown 35%.