In a moment when people needed light heart and reassurance, BK responded with an act known all around the world in a few days.

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.

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

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.

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.