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.

After the Italian lockdown, Burger King had the need to inform all customers about their restaurants' reopenings. However, all the food service industry had the same need. Therefore, it was necessary to be brave and newsworthy. Moreover, it was necessary to take into consideration the fear of the people in returning to restaurants.

We launched the social distancing whopper, the sandwich that keeps others away from you thanks to its triple quantity of onions.

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.

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).

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.