Mentioning every new BK Breakfast Menu item would make for some pretty cluttered advertising. Promoting a single item, in this case, a product that promoted all those menu items, would be simpler. Enter the BK Pillowcase – the whole menu printed on one side, and the King to cuddle up next to on the other. We ran a late night DRTV-type spot promoting the BK Pillowcase and used that media, as well as social media chatter, to drive people to BKPillow.com where they could purchase the pillowcase for $5.99.

All 5,000 BK Pillowcases printed sold out in just over a week. And as a result of the promotion, Burger King’s Breakfast sales skyrocketed by 20.4% when compared with the 12 weeks before the start of the campaign. Thousands and thousands more of people had decided to wake up with The King.