One out of four people receive fake news ever day in Brazil.

At Burger King we believe in what’s real. That’s why we removed artificial ingredients from our entire menu and that’s also why on April fool’s day, instead of sharing fake news like any other brand normally does, we decided to debunk fake news… about our main competitor.

Burger King used the context of April Fool’s Day to reinforce the fact that the brand value what’s real. And for that, BK decided to debunk long going fake news in the market… about its main competitor. Proving that BK commitment to what’s real goes beyond the food.

Fake news has plagued Brazil for years. One out of four people in the country receive fake news every day, according to local researches. To

BK believes in what’s real, that’s why the brand removed artificial ingredients from its entire menu and that’s also why on April fool’s day, instead of sharing fake news like any other brand BK decided to debunk fake news… about their main competitor. It all started with print ads in one of the main newspapers in the country, complemented by OOH billboards and followed by social media platforms, where BK invited consumers to share other fake news about McDonald’s so the BK itself could answer them. That was BK’s way to prove its commitment to what’s real goes beyond their food.

We started the day by using the biggest newspaper in Brazil to debunk McDonald’s biggest myth in the country. A print ad with a clear statement: “No, our competitor does not use worm meat.”

Then our message took over the streets, and was also taken to where fake news thrives: social media. There, BK invited people to share other fake stories about their main competitor, debunking each one of them.

A real message that spread faster than any fake news could.

+ 6 million organic impressions

+ 2.557 social engagement

98% positive sentiment