Burger King is coming back in France after 15 years, and after 15 years, you have to come back with something special… So, for the launch of the new Burger King Restaurant in the city of Marseille, we decided to use a strong element of French pop culture involving one of our competitors and to hijack it.

André Pierre Gignac is a famous player of l’OM, the Marseille football team. Despite being a good player, there has been at times a question mark over his physical conditioning and general fitness. So much so that in every French Stadium, every week end, fans from opposite teams have a ditty that goes along the lines of "a Big Mac for Gignac". We decided to hijack those line with our own mythic burger : the Whopper, by publishing on the principal local newspaper an ad saying : A whopper for Gignac. And on our Twitter and Facebook Accounts with a little wink saying "We've never been good at rhymes, burgers are our thing."

We hijacked the line "A Big Mac for Gignac" with our own mythic burger : the Whopper, by publishing on the principal local newspaper an ad saying : "A WHOPPER for Gignac". And on our Twitter and Facebook Accounts with a little wink saying "We've never been good at rhymes, burgers are our thing."

With a media investment around 10 000 euros, we had more than 250 media mentions, more than 45 000 shares on social networks, we reached more than 20 countries for an earned media estimated around 2,1 millions euros. We made a big event of the opening of a single restaurant in a french city, showing how huge the Burger King come back in France is going to be.