Burger King: Value

The Situation: For the past 5 years, Burger King’s value menu sales had consistently declined. To help fix the issue, Burger King was introducing a $1 bacon cheeseburger. The challenge was that $1 items on fast-food menus were nothing new, so we needed to do something different to make it stand out.

The Insight: During 2020 many brands lost consumers’ trust by over-promising but under-delivering. Even the government had promised stimulus checks and was dragging its heels on delivering them. In a world where everything sounded too good to be true, we couldn’t just tell our target about BK’s new $1 bacon cheeseburger, we had to find an innovative way to actually give them the new $1 bacon cheeseburger.

The Strategy / Brief: Unexpectedly send our target the new value menu item in an innovative way to prove that BK’s new $1 bacon cheeseburger (the best deal in fast-food) was actually for our guests and not another over promise.

The Idea: Making it rain $1 bacon cheeseburgers - repurposing our digital media budget to be the first brand to Venmo our target surprise $1s so they could try the new value menu item on BK’s dime.

The Results: Venmoing consumers $1s grabbed their attention. Conversation about BK’s value menu rose by 170%, which led to an 84% increase in burger sales and best of all; for the first time in 5 years, Burger King’s YOY value sales increased (by 6%) proving the activation was effective.

Awards: 2022 Effies: 3x Shortlist

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Agency: MullenLowe

Role: Group Strategy Director

Year: 2021