Zubi
Burger King
THE Impossible Combo
Challenge
Over the years, the Burger King brand has not shied away from campaigns that generate buzz, in fact they actively seek them out. Our challenge was to create a campaign that generates “Talkabilty”, the brand action that generate a disproportionate amount of buzz and publicity, but also moves the promotional sales needle.
Insight
What is forbidden is also the most sought after.
Solution
The Impossible Combo, an unlikely pairing of Burger King’s famous Whopper with McDonald’s highly-craved French Fries, Burger King had successfully trolled McDonald’s several times already. By conceding that McDonald’s fries are the best, BK would have a platform to talk about the superiority of its flagship burger, The Whopper.
With the help of Burger King’s AOR, David and partnering with Rappi, the biggest food delivery service is Brazil, Burger King offered The Impossible Combo: A Burger King Whopper and MCDonald’s French Fries for a limited time.
Results
On the first day of offering the combo of Rappi, it sold out in 27 minutes, becoming the most sold order on Rappi that day and raiding Whopper sales a record 81%.