Showed Superfans how to spice things up – get a tattoo and eat a spicy burger! Worked with Teletoon to create first ever product integration with Fearless Fred. Viewers voted on a new tattoo for Fearless Fred through his blog and social media. He then underwent the procedure for on air segments while enjoying a Whiplash Whopper. Other sponsorship elements included billboards, logo morphs and: 30s/:15s brand spots. Fearless Fred also posted pictures and blogged about the experience.

Sales increased 20% and traffic increased 4.3% during the campaign period, yielding record sales in many locations.