With the creative execution our challenge was to stand out from the usual, low-price campaigns and raise awareness in a much more relevant way. For this we used the cheeseburger’s iconic wrapping paper to wrap up a lot of cool items in different stores. We partnered up with many stores across the country and turned their shop-windows into unusual touch points by replacing some of their products with our wrapped versions, containing a sign reading “Everyone saves for something. Here is a little help for you”, complemented by the promotional offer.

The news of the unconventional shop-windows spread quickly among young people, as they were sharing pictures of their newly found wrapped wishes throughout social media. In only 4 weeks, 3 million cheeseburgers were sold, a 37% increase compared to the previous promotion.

We were able to convince our target that they weren’t spending, but saving. They weren’t only feeding their stomachs, they were feeding their bank accounts.