One cashier, one hidden cam, one printer. That's all we needed to prove that Burger King® sandwiches are made to order, exactly your way. When customers ordered WHOPPER® burgers, they had their picture taken without realizing it. Then, when they got their made-to-order burgers, their faces were on the wrappers. That's how Burger King® is strengthening its HAVE IT YOUR WAY™ position, by proving that each sandwich is made to order especially for the customer.

The Guerrilla action happened at a Burger King Store in São Paulo for two days, December 14th and 15th 2009. Journalists and press agents were invited to participate. Everything was recorded, the people's reactions, the making-of, and then it was edited and posted on YouTube, Vimeo and several blogs.

Burger King® has strengthened its HAVE IT YOUR WAY™ position by proving that each sandwich is made to order especially for the customer. More than that, a simple idea has spread like wildfire on the web: in the first day, right after the video launch, it was the Trending Topic on Twitter, had more than 50,000 hits on Google, and 111,000 views on YouTube. Thousands of people ask at a BK near their homes if they can have their face on the WHOPPER wrapper.

Note: The Whopper Face story was the first to win the M&M seal (the main online publicity journal/blog in Brazil) for the most creative campaigns. Only the actions that the M&M editors consider the most creative can win this seal. We won it while still in the testing phase, and so were pioneers in launching the seal.