To place our flame grilled meat in our audience mind, we wanted to find a cool, innovative and memorable way to communicate. That’s the reason why we created… a Christmas jumper.

We indeed decided to surf on this ugly but still cool Christmas trend by creating a jumper of our own. But to stand out from the crowd of the Christmas jumpers at this period, we simply created the coolest one ever. How?

By doing the same thing that makes our burger the coolest: we put flames in it, like the ones that grill our burgers and give them their unique taste.

We designed a sweater with a kangaroo pocket to put your smartphone in it creating for the first time an interactive Christmas jumper with a dedicated mobile website where you can choose the style of your fire.

The main media of our campaign was our fashion and trendy Christmas Sweater, a perfect balance between kitsch and cool using Burger King iconic elements, but above all the first interactive christmas jumper ever created with a kangaroo pocket integrated to put your smartphone in and a dedicated website where you can choose the style of your fire.

An item people can proudly use to convey our message: Burger King's burgers are better than any other because of its flames.

To make this message visible and sell all our stock, we adopted and mocked all the fashion communication stereotypes. From our web video, mocking a fashion photo shooting, to our prints, using models posing like stars with the headline ""Be on fire this Christmas"".

These assets were then displayed in all our restaurants and on Burger King and RAD networks (social medias, websites and applications) during the Christmas period.

We succeeded in our brand awareness and image mission as everyone, despite of this busy period of the year, talked about our campaign.

- 32,9M contacts reached

- More than 840K views on the video

- More than 70 press releases

People on social media, medias & PR enjoyed this cool and innovative sweater.

And to top it all, people rushed on our sweaters: in less than a week, we sold on RAD website at 29,90€ the 5 000 pieces we produced and our collection entered RAD 2016 top 5 sales.

In the end, we pointed out that in terms of sweaters as burgers, flames make all the difference!