The idea was simple. Selling Whoppers in a country with no BK presence. This way the public opinion would realized how much the brand meant to them and how far they would go to taste a Whopper again, achieving that BK return would be something “desired” instead of “unexpected”.

STORY: An entrepreneur selling burgers, polemically called like those from a big fast-food corporation, who left our country dramatically.

MESSAGE: We partnered with local massive communities to release the rumor. Also partnered with influencers, not for publishing on their public fanpages, but for sharing on their private Whatsapp groups, where more influencers and media members belong, so the message felt real and not paid.

VALIDATION: The dealer delivered the Whoppers, but also charged for them ($5). This made people felt the service as real, without loose ends. He also asked for pictures of the delivered burger encouraging people to have digital proofs of the Whopper, to ease sharing them on social networks.

RESOLUTION: We made BK Worldwide contact the dealer, not to sue him but to offer him a job on the first new restaurant in Costa Rica, achieving good publicity and officially announcing their return.

TIMELINE: 15 days

OBJECTIVES: 1) Reach the sales forecast established by HQ for the opening month 2) Prevent a potential backfire to guarantee a successful re-launch

MARKETING RESULTS: 1) During the opening month, the sales surpassed in more than 1500% the forecast established by BK Worldwide HQ, what also meant that during this month the Costa Rica first restaurant became the worldwide #1 BK restaurant (among 14,320 around the world) in sales per capita. 2) During the first month, the local BK Facebook community achieved +158,329 fans, showing this way a clear increase on empathy with the brand.

OTHER RESULTS:

5,534 Whatsapp messages received per day.

2,307 orders delivered per week.

1,750,000 social media mentions.