We took the inspiration of Halloween dress-up to design the packaging for the range.

The Halloween Whopper has been dressed up as a white bandaged mummy, which when unwrapped contrasts with the black bun Whopper. We created a range for the Chicken Fries packaging by dressing up the existing iconic cult packaging complete with Halloween inspired hashtags: Grim Reaper #Mortifies, Electrocuted Chicken #Electrifries and Frankenstein’s Monster #Frankenfries.

As well as Halloween inspired food the brand also created a pumpkin flavoured latte that was served in a ghoulish pumpkin cup. All Burger King guests love the BK crown so we rewarded them with a skeletal execution using illustrations of individual bones from the human body.

Drawing on Burger King’s developed visual identity and global packaging, this limited edition range was also created with a witty tone of voice combined with bold graphic illustrations and elements to create ownable Halloween characters.

The packaging formats and materials needed to remain as currently used in order to remain food safe. The dyeline for the crown also needed to remain as per the current BK Crown shape to keep material usage as low as possible.

The Halloween Whopper Campaign was a huge sales success achieving up to 2x the sales of the historical average for Whopper Limited Editions.

The packaging went viral on social media was shared by guests around the globe organically trending on Facebook and Instagram to achieve 4 billion media impressions globally (Source: ABPR, Evercom, Weber Shandwick, Emanate and Ketchurn), earning an estimated media value of 42 million USD.

See creative idea above.

Burger King have been flame grilling their burgers since 1954 and are famous for their authentic, fresh and flavoursome burgers. As a brand they are also famous for their sociability and sense of humour. Halloween is celebrated around the world and is a time when people of all ages come together, dress up and become pranksters for the day. As an occasion it was the perfect fit for the Burger King brand to reward their guests around the world with Halloween inspired products and packaging. The most iconic being the Halloween Whopper sandwich with an A1 BBQ-flavoured black bun.

The packaging to accompany the Halloween range needed to celebrate the festival, as well as be fun and engaging for guests, putting a smile on their faces.

Budget: 82,000 USD.