The Deconstructed Brief
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Whopper Exchange

Whopper Exchange

Brand: Burger King

Agency: AKQA Brazil

Challenge

  • In a sea of holiday ads, how do we stand out during the holiday season in a way we can own?
  • Make fast-food relevant during a season of home-cooked meals and family get-togethers. 

Lessons to be learned:

  • Twist the expected — With the over-bombardment of holiday advertising starting as early as Halloween, by Christmas many consumers are tuned out and even annoyed with the expected holiday messaging. Find a way to own a realistic part of the event instead of just blending in with the crowd.
  • Negative to positive — With Boxing Day being a burden instead of a celebration, Burger King is taking the negative or neutral association and putting a fun & enjoyable twist on it, giving consumers a reason to look forward to exchanging their unwanted items.
  • Surprise & delight — Reward consumers for what they are already doing (returning gifts, in this case). Burger King took it one step further and took the unwanted items and donated them to charity — a Whopper for you, and your grandma's knitted scarf to someone in need. 
  • More than money —The holiday season is known as the season of giving. Instead of just saying, "We're donating X amount of money to charity," Burger King gets consumers involved and gives them a chance to be a part of something good. 
  • Inclusivity — This promotion only taking place in select locations, Burger King took to social to expand beyond the physical locations. Leveraging your social channels with an extension of the surprise-and-delight message gives your promotion legs and lets it live beyond just the few locations.

Rationale:

"Make that awkward day of exchanges, December 26, a little easier by giving your gifts to someone in need and getting a little something for yourself, too."

One Thought:

Trade your unwanted gifts for a gift you actually want to receive. 

"Make that awkward day of exchanges, December 26, a little easier by giving your gifts to someone in need and getting a little something for yourself, too."