PR > PR: Sectors
WUNDERMAN THOMPSON , Milan / BURGER KING / 2020
Overview
Credits
Why is this work relevant for PR?
In a moment when people needed light heart and reassurance, BK responded with an act known all around the world in a few days.
Background
During the Covid period brands talked in a rethoric way, with no irony nor action.
Strong from its heritage - irreverent and actual - Burger King was the only brand to propose an outside the box communication and action making people live an "alternative" solution for social distancing in a new brand experience.
Describe the creative idea
We launched the social distancing whopper, the sandwich that keeps others away from you thanks to its triple quantity of onions.
Describe the PR strategy
Key message: the first sandwich that keeps others away
Target: 18-35 years
Approach: a far from Covid period rethoric communication and at the same time an active and irreverent communication as per Burger King style.
Describe the PR execution
Through a real new sandwich in store communicated through a multichannel campaign bringing people to try it in the more than 200 Burger King restaurants in italy (from May 18th first reopening day after lockdown until Sept. 2020).
List the results
The result was beyond anyone's expectations: more then 3 billion media impressions, engagement +98%, +65% in overall sales during the campaign.
Source BK internal data.
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