When BK launched the new Whopper Serrano in Mexico, they wanted to authentically reach Mexican consumers in a unique, low-cost way to get them to try the new burger. Since the serrano is Mexico’s favorite chili, we decided to meet consumers at the exact moment they were thinking about the flavor of a serrano chili. By placing a QR code on the sticker on a serrano chili, we could capitalize on that moment and prompt them to try the new burger.

To launch the new Whopper Serrano, made of serrano chilli, we used a medium that no brand had ever used before: fruit and vegetable stickers. We connected with our potential consumers at the exact moment they were craving the flavor of a good serrano chili. So,, we placed our stickers on 50.000 serrano chilis and made them available everywhere. By scanning the sticker, people were driven to the Burger King App or restaurant to try the new Whopper Serrano.

The serrano is Mexico’s favorite chili, so to promote the new Whopper Serrano, we wanted to meet consumers at the exact moment they were thinking about the flavor. Our 50,000 stickers were strategically placed on serrano chilis and distributed in supermarkets, grocery stores, vegetable stands, and more. It prompted consumers to scan the QR code and try the new Whopper Serrano.

We teamed up with the biggest distribution market in Mexico, and between 16 March and 20 March, we placed 50,000 stickers on serrano chilis and made them available everywhere: supermarkets, mini stores, grocery stores, etc. By scanning the sticker, people were driven to the Burger King App or restaurant to try the new Whopper Serrano.

The Whopper Sticker was hugely successful, with +186% increase in new app downloads, +30% increase in redemptions, and the Whopper Serrano selling out in a single week.