So Burger King have, and always have had, the biggest burger, we just needed to get the word out. No trickery. No gimmicks. Just showing the size difference in true form with a piece of original creative.

The Whopper is almost 50% bigger than the Big Mac. We could have just put the two burgers side-by-side and called it a day. But the fact is, this gulf in size has always been around. We needed something more insidious to make everyone aware that it’s been staring them in the face this whole time.

We realised that placing a Whopper in front of a Big Mac completely obscured it from view. So that’s exactly what we did, featuring our competitor in all our comms for a year and pointing the finger squarely in McDonald’s direction. After all, it’s not our fault the Big Mac doesn’t live up to the name.

We decided that playing the long game on this one would have the most impact. Big Macs staring you in the face all year long, only for the fact that they’re too small to see.

We attended Whopper shoots all year, from TV to social media, armed with a bag of Big Macs that the world would never see. We made sure that every piece of Burger King comms you saw that year featured our secret ingredient.

We attended every Burger King Whopper photoshoot in 2019 with a bag of Big Macs, and simply placed them behind the star of the show. No squashing or trickery. Just popped directly behind.

But the real exciting part was the big reveal. After a year of keeping the secret, on December 23rd the camera angle in digital OOH posters around the UK started to pivot, revealing what had been behind all along. The cute little Big Mac. Alongside this we released a reveal video on our social channels, showing behind the scenes footage from all our shoots that year.

We got the Whopper trending on Twitter for a day. Reach of 200 million across 66 different countries.