Helping Whopper Jr.


Why on earth would Burger King ask their customers to go buy fries from McDonald's? Well, for a good cause.

Client

  • Burger King

My Role

Creative Direction

Media

  • Social Media
  • Activation
  • Point of Sale



Other People

  • Paweł Trojanowski. photo
  • Tosia Ruszkowska. ad
  • Aleksander Madej. cw

Agency

180heartbeats+JvM

Date

  • December 2021



Cultural Background

Every year, for two weekends during December, McDonald's Poland donates to the Ronald McDonald Foundation 1 polish zloty out of each pack of fries they sell. It's a great cause, so naturally we wanted them to sell as many fries as possible.

Idea

During that weekend, we asked people to buy fries from McDonald's and bring them to any of our restaurants in order to get a free (Helping) Whopper Jr.


Around the middle of the week, we started by teasing the activation on our social channels:

Film

On Friday, we released a film informing people about what they should to do to help:

Social Media

And come the day of the activation, we published clear step-by-step instructions in all our channels:

Results

The campaign was a huge success. It became viral on the polish internet, and it was featured in numerous local and international media outlets. Most notably AdAge's Creativity Online, where it was editor's pick:

— Burger King and McDonald's might be eternal competitors, but we made them put their differences aside for a very good cause.