The competition for brand experiences in Puerto Rico revolves around size and budget. The bigger, the better. That’s why, having an idea that fits in the pumpkins of Halloween lovers, in which they could have an experience with the brand beyond our restaurants, is a game-changer for our market.

While Halloween is important in Puerto Rico, studies have shown that QSRs are not relevant for Puerto Ricans during this day. That’s why in order to attract people to BK and reduce the negative impact that the reduction of visits had on sales, we created a brand activation in the shape

Halloween represents a total of US$6.86 billion in expenses in the USA. The categories that sell the most during this holiday are (in order of importance): costumes, makeup, candy, decorations, and movie theaters. A scenario that leaves QSRs out of the picture.

We were challenged to find a way to be relevant during a season in which going trick-or-treating to a fast food restaurant is usually not the plan.

Our objective was to soften the sales reduction caused by the lack of visits during Halloween, and to engage with a consumer that all that thinks, talks, and wants during that day is candy.

To get into the trick-or-treat route in Puerto Rico and to put our brand into the hands of the Halloween lovers of the island; we developed a new line of candy-sized Whoppers?® wrapped on a candy-shaped paper, using the same ingredients and materials as the original burger.

The “Mini-Whopper Jr.” - as it was called - was four times smaller than a regular Whopper. People could access it by visiting our restaurants with a coupon promoted through the Burger King App.

With an audience made-up of 58% families with children and 68% teenagers, we decided to create something understandable and meaningful for everyone. The whole “Mini Whopper Jr.” idea was conceived to pay homage to our product values and characteristic flavor, by turning a treat into a brand experience that people could access in some of the 150 Burger Kings in Puerto Rico.

After three weeks of testing and development, we managed to include in our seasonal menu a product that required the implementation of a new process in the production chain, due to its size and the detail of its preparation.

Using the same ingredients and materials available in all our restaurants, we managed to bring 300 “Mini Whopper Jrs.” per restaurant to some of the most important areas in Puerto Rico.

The “Mini Whopper Jr.” experience was promoted through a digital campaign launched during the week of Halloween, in which people were invited to visit Burger King on October 30th, to challenge the traditional treats of a season that has been too sweet for too long.

With more than 2,000 candy-looking hamburgers prepared and given away in less than five hours, the “Mini Whopper Jr.” experience achieved:

An increase of 139% in in-store traffic and 10% in sales during the day of the execution vs. the same holiday the previous year.

Plus 20% of downloads and registrations to the BK App thanks to the redemption of the “Mini Whopper Jr.” coupon.

Over 2,000,000 impressions on social media with an interaction increase of 713% vs. previous months.

$250,000 in earned media across North, Central, and South America, Europe, Middle East, and Asia.