PROMOTING A TROPICAL BURGER TO TROPICS-STARVED AUSSIES — Uber Eats wanted a social media campaign to promote Hungry Jack’s Tropical Whopper, with the ambitious objective to sell 10,000 of the burgers via Uber Eats in just one week, as well as build Uber Eats’ reputation for shaping culture.

TROPICAL WHOPPER TOURS — We gave out-of-work tropical tour guides something to tour while they couldn’t tour their island paradises - Hungry Jack’s Tropical Whopper burger. Our guides became our unconventional but very well-deserving talent, using their natural charisma to describe each of the ingredients like they were landmarks to visit and try.

SHAPING CULTURE IN AN UBER EATS WAY — We knew to make waves we had to think bigger than the burger. So we looked at the broader social sentiment around the tropics at the time. We found many young Aussies were taking to social to lament missing out on their summer holidays to the tropics due to COVID travel bans. On the flipside, news story after news story showed that countless tropical tour guides were out of work. The campaign was right for social, by adding to the dialogue already happening on Facebook, Instagram and Snap.

TARGETTED TO TROPICS-STARVED AUSSIES ON SOCIAL — The timeline was incredibly tight for a multi-country shoot. We engaged friends of friends and travel aggregator site ‘Get Your Guide’ to quickly source 8 tour guides, brief them via video-call, and shoot remotely - contending with nothing short of patchy internet and a tropical monsoon. The guides spoke to camera, talking through each of the ingredients of the burger like they were pit stops on a tour, with the burger superimposed on screen. The campaign was then targeted to an audience set of travel-starved Aussies on Facebook, Instagram and Snap.

Our insight-led brand ambassadors struck a cultural chord with Aussies, even making news in the Cook Islands press who described it as a ‘Whopper Of An Opportunity’. For a modest budget, Tropical Whopper Tours reached 2.4m+ Aussies, and had over 15m impressions. The sales target was exceeded by 120% in just one week, and the campaign lifted Hungry Jack’s overall sales on the app by 10%. What’s more, we saw a 174% week-on-week growth rate. But most importantly, we put the spotlight on some very well-deserving ambassadors.