After so many years asking for the perfect – yet impossible – fast food combo (Burger King Whopper sided with McFries), consumers went crazy when BK made it available through a partnership with the biggest delivery app in Brazil (Rappi). The insight to launch the Impossible Combo came from social listening. And since it felt like a dream coming true, every consumer who received his or her order, was immediately amplifying the idea, posting on social media. It was practically impossible not to post about it. So every new delivery ended up creating a new media expression – for free

For years, people have been commenting on social media that the most perfect combination in fast food would be a BK Whopper sided with McFries. The best burger and the best fries, according to the internet. So our challenge here was to create an experience that could turn consumers greatest craving into reality. And by doing that, to reinforce Burger King belief: we’re a brand that welcomes everyone, even the ones who may have a preference for our main competitor fries.

Burger King stablished a partnership with the biggest delivery app in Brazil (Rappi), with more than 6 million active users. The initiative resulted in the Impossible Combo, an offer that put together BK Whopper and McFries in the same order. The best burger and the best fries, according to consumers’ opinion on the internet. In every BK Whopper order from their app, the Rappi delivery team added an extra stop at a nearby McDonald’s store to side the BK burger with McFries, helping people to enjoy the experience they’ve been craving for.

For years, people have been commenting on social media that the most perfect combination in fast food would be a BK Whopper sided with McFries. The best burger and the best fries, according to the internet. BK target is mainly young people, 18 to 30 years-old, always engaged with social media. Instead of trying to convince consumers about the quality of its own fries, Burger King decided to embrace the fact that the internet has a different opinion. And since a commercial partnership with BK’s main competitor was not achievable in practical terms, the solution to make it happen was done by stablishing a partnership with the biggest delivery app in Brazil (Rappi), with more than 6 million active users.

Since a commercial partnership between Burger King and McDonald’s was not doable in practical terms, the Impossible Combo (BK Whopper sided with McFries), was brought to life by Burger King by stablishing a partnership with Rappi, the biggest Brazilian delivery app, with 6 million active users. It all happened in June 2021, as a special activation planned to last for a week. The offer was available for consumers in São Paulo, the biggest Brazilian City, with more than 12 million people where BK has more than 300 restaurants, 80% of them located nearby a McDonald’s store. The idea of the product itself was so powerful that the media strategy involved only one day on Facebook and Instagram, reaching 783.473 impacts and one day on Twitter, reaching 2.039.471 impressions.

- On the first day, The Impossible Combo sold out in just 27 minutes

- The most sold offer in Rappi (delivery app) that day

- Burger King Whopper sales raised to a record 81%

- In an attempt to make the Impossible Combo impossible again, BK’s main competitor asked the delivery app Rappi to take all McDonald’s stores out of the app

Since 80% of BK restaurants are located nearby a McDonald’s store, this was a key information to stablish a delivery strategy using the geo-localization built in the Rappi delivery app. Rappi was the partner with whom BK counted on to implement the idea that was born from social listening. BK target is mainly young people, 18 to 30 years-old, always engaged with social media. Readings showed that the whole community of fast food lovers agreed on the perfect – yet impossible- combo : a Burger King Whopper sided with McFries.