On May 28th, in honor of International Hamburger Day, BURGER KING® Brazil debuted an unusual new product: a WHOPPER® scented air freshener. The burger-shaped ornament hangs from a car's rearview mirror and spreads the glorious smell of flame-grilled burgers throughout the vehicle. We placed them inside cabs when hunger strikes hard: the after party. The smell got Brazilian partygoer's mouths watering so much that they re-routed their trips straight to the drive-thru of their local BK® restaurants.

We started developing a prototype for the WHOPPER® Freshener one month prior to its actual launch date. The material, the smell, the packaging, everything had to be tested in order for it to work. The scent had to be an exact replica of an actual flame-grilled WHOPPER® and strong enough to catch passengers attention. More than 800 fresheners were produced. Some for the actual filmed stunt, some for digital influencers, others were sent to media outlets and the rest was handed out to anyone who ordered a WHOPPER® on May 28th.

On Hamburger Day, an online film was posted on BURGER KING®’s Facebook page and on Youtube, showing hungry partygoers leaving nightclubs and getting inside taxis that smelled like WHOPPER®. They re-routed their trips to BK® and satisfied their burger crave. Besides that, BK® also posted on Facebook an invitation to fans to buy a WHOPPER® and get a free WHOPPER

In total, the campaign had 53 million impressions and the digital film had more than 8 million hits on Facebook and Youtube combined. It also reached 19 million people, and got more than 93 million impacts. With the WHOPPER® Freshener, BURGER KING® was able to generate a relevant content for its target audience and also reached the objective of owing International Hamburger Day in Brazil, a feat no other brand had ever achieved before.

And lastly, it got WHOPPER® fans online craving for their very own flame-grilled scented air freshener.

BURGER KING® has a few 24h restaurants in São Paulo, Brazil that only some people actually know about. They might know the restaurant, but are not aware they are open late. Because of that, BK® ended up losing costumers to the competition. We needed to let our target audience know about these restaurants, so we chose the perfect timing to do that: placing WHOPPER® scented air freshener in taxis cabs from a neighborhood with an active nightlife - and a BURGER KING® 24h near by - to attract hungry costumers to BK® for a late bite.

No brand in Brazil has ever claimed International Hamburger Day. So BURGER KING® decided to take a stand and own it. But by doing so, it also had to improve sales on that specific date. We needed to find a way to speak with our target audience (18-34) on May 28th – International Hamburger Day – in a memorable way and still drive them to BK® somehow. And why not, use the chance to let them know we have restaurants open 24h? With the WHOPPER® Freshener, we did all that at once: we left our mark on the date, sales went up and we let partygoers know we are open when hunger strikes the most: after party.

BURGER KING® has a few 24h restaurants in São Paulo, Brazil that only some people actually know about. They might know the restaurant, but are not aware they are open late. Because of that, BK® ended up losing costumers to the competition. We needed to let our target audience know about these restaurants, so we chose the perfect timing to do that: placing WHOPPER® scented air freshener in taxis cabs from a neighborhood with an active nightlife - and a BURGER KING® 24h near by - to attract hungry costumers to BK® for a late bite.