We incited a Wiener War. (and just in case you aren’t aware, in the U.S., wiener is a euphemism for a man’s manhood). We called Burger King out directly and challenged them to compare wieners (get it?) – very publicly on the pages of USA Today and on Twitter utilizing #WienerWars to rally our fans. From there it was just a matter of active social listening and responding to fans who were jumping on our bandwagon.

This is a classic David vs. Goliath story. Checkers the smaller, regional chain toppled Burger King the national, category-leading franchise with a fraction of the budget. It was all accomplished with one simple print piece and then active social listening and response…well, and some clever double entendre. Our fans and the press fanned the flames putting Checkers over the top in volume of conversation and ultimately huge sales gains.

In two weeks, sales of Checkers hot dogs doubled nationwide.

Social media mentions increased 78%.

With 77% positive net sentiment, compared to Burger King’s 43%.

We had 29 separate major media placements ranging from national outlets to trade publications. 

216 websites picked up the press release.

TV News coverage in over 35 markets.

The USA Today headline was even posted in Times Square

For a total earned audience of over 95 million through PR and social.