The fast food category has always focused on kid’s meals. But on January 25th 2017, BURGER KING® launched in partnership with NGO Projeto Velho Amigo, the very first meal box for seniors: KING SENIOR™. Sold only to seniors aged 70 and over, its main goal was to help seniors socialize more. And Burger King® used the contents of the box to do that: one WHOPPER® combo for the senior and another free one for whoever went to BK® with them. And since every meal box comes with a gift, this one had one too: company. Because no senior should be alone.

On January 18th, we launched the first release for the King Senior, generating a lot of buzz and curiosity about the new menu item and on January 25th, in partnership with NGO Projeto Velho Amigo, the King Senior was launched for a limited time in all Burger King restaurants in Brazil. 100 boxes were given to every Burger King restaurant nationwide.

We invited everyone to bring their grandparents or family member to Burger King and on the launch day, we captured people’s reactions to the King Senior and turned it into an online film, launched on Burger King’s Facebook page. Packed with heartwarming moments and a little humor, the film touched a lot of hearts and sparked a conversation about the importance of spending time with a senior family member, with people sharing their own experiences and will to take their grandparents to BK for a meal.

In total, the campaign had 500 million impressions and the digital film had more than 3.8 million views, more than half organic. It also generated 93% of positive social sentiment and after its launch, Burger King gained more than 152K new fans. But more importantly, 100% seniors felt welcomed at Burger King, a restaurant most of them had never been before. Above all, the King Senior fulfilled its objective to bring a light to the isolation problem of seniors in Brazil and brought their family members and friends closer to them, even if it’s just for a meal. All boxes were sold out and all profits from the King Senior were donated to the NGO Projeto Velho Amigo, to help them continue to look after and provide for all seniors in need.

The King Senior created a new category in our menu: senior meals. For years, fast-food restaurants only focused on kids, but with the King Senior, we saw an opportunity to help seniors socialize more by coming to Burger King to share a meal with a family member or a loved one. We used the King Senior’s contents to motivate youngsters to bring seniors over to BK. The box could only be purchased by people aged 70 and over and it came with two Whopper Combos: one for the senior and a free one for whoever was giving them company.

Our campaign started off with a release in media outlets explaining what was to come: forget Kids Meals. We are launching the first meal box for senior ever.

We followed that with Facebook posts making people aware of the King Senior meal box and its launch day: January 25th. We also spoke directly to seniors by turning their favourite pastime, crossword puzzle, into a King Senior ad in a major Brazilian newspaper.

On the weekend of the product’s launch, we released a new set of specially segmented posts, inviting people to bring grandpa and grandma for a meal at Burger King and also a special set of OOH communication. Then, we released a video on Facebook which captured people’s reactions - seniors and their companions - to the new meal box on the launch day, showing how meaningful a simple meal and company can be for a senior citizen.

Today, Brazil has over 26,3 million seniors and one of the biggest problems affecting them is negligence. Actually, negligence is responsible for 68,7% of all violence complains made to authorities.

And one of its biggest signs is abandonment suffered by seniors, making them lonely, disconnected from the world and depressed. But what could a fast-food chain, such as Burger King, do to bring awareness to this problem?

Burger King welcomes everyone, no matter how old you are. That’s why we launched the first meal box for seniors in fast food history: The King Senior.

Our objective was to draw people’s attention to the importance of spending time with their elder family members and friends, making seniors feel more included - by the brand and by society, through a new experience only King Senior could provide: sharing a meal at Burger King with a family member or a loved one.