We put a flame-grilled twist on re-gifting, solved the Christmas sock problem, and let everyone reward themselves by exchanging lousy gifts for free Whoppers.

On December 26th, people could go to Burger King restaurants in the USA, UK, Brazil, Mexico and Russia to exchange their lousy gift for a Whopper. On social networks, the first few hundred people to post a photo of their unwanted gift with #WhopperExchange got a gift card they could redeem for a free Whopper in any Burger King restaurant. All unwanted gifts were donated to charity.

Since this had to be a low budget campaign, we had to be efficient on the execution.

Launch film:

Since the campaign was promoted in countries where people have different appearances, we only used hands. Helping us save on cast usage rights as well.

Launch Film and Carollers songs:

We chose classical Christmas songs with free usage rights and adapted their lyrics to Burger King’s brand.

Point of Sale:

To promote the campaign we created exclusive sign communication and unique Burger King wrapping paper.

This minor Christmas miracle gained 1.1 Billion media impressions and 10.5 Million dollars worth of earned media, and more than a thousand gifts were donated to charity.