| Title | WOPPER WINE |
| Brand | BURGER KING ESPAÑA |
| Product/Service | WOPPER |
| Category |
D02. Beverages (alcoholic/non-alcoholic) |
|
Entrant Company
|
LA DESPENSA Madrid, SPAIN
|
|
Advertising Agency
|
LA DESPENSA Madrid, SPAIN
|
|
Production Company
|
CENTRAL FILMS ESPAÑA Madrid, SPAIN
|
Credits
| Javier Carrasco |
La Despensa Ingredientes Creativos |
General Creative Director |
| Miguel Olivares |
La Despensa Ingredientes Creativos |
General Creative Director |
| Luis Monroy |
La Despensa Ingredientes Creativos |
Creative Director |
| Carmen Ibáñez |
La Despensa Ingredientes Creativos |
Copywriter |
| Juan Luis Fernández |
La Despensa Ingredientes Creativos |
Copywriter |
| Willy Roda |
La Despensa Ingredientes Creativos |
Art Director |
| Gastón Bruno |
La Despensa Ingredientes Creativos |
Art Director |
| Chamani/Pacololo Marcos/Raúl Alguacil And Pablo Sancho |
La Despensa Ingredientes Creativos |
Art Director Studio |
| Pedro Aires |
La Despensa Ingredientes Creativos |
Planning Director |
| Alfredo González |
La Despensa Ingredientes Creativos |
Account Manager |
| Paloma Adrien |
La Despensa Ingredientes Creativos |
Account Executive |
Brief Explanation
Burger King is the number two brand in the Spanish market. Where most of the communication is value based and countless price promo offers.
So when we were asked to develop a campaign to communicate the 40th anniversary of Burger King is Spain, we decided to work in a parallel way, developing a well-known local and respected product, never done before by competitors, which could bring attention to the event. Something that could allow us to communicate in a very cool way our 40th anniversary, and reinforce the brand attributes of the brand. We created Whopper Wine.
Due to the universality of the target audience of the brand, we needed to create news easy understandable and shareable by everyone, something that started locally and became global.
The Brief
In 2015 Burger King Spain celebrates the 40th anniversary of the opening of the first restaurant in Europe. We had no advertising investment for a brand communication campaign, so we had to do something really impressive, highly newsworthy, something that could spread the news of such significant celebration.
The idea was not to do a celebration party without further ado, but to bring back our brand heritage and pay tribute to our country, Spain, the country of wine. And at the same time, we had the great opportunity of bringing up our differential attribute versus our competitor, our grill and our burgers freshly grilled.
How the final design was conceived
The first thing we had to do is to find the key link between the brand and the wine, so we created a product matured one year in ox barrels previously flame grilled in Burger King’s flame grills. The result is a wine that perfectly matches the Whopper and enhances its flavor.
Once the liquid was created, we designed and produced the label and the bottle, changing suppliers along the way in order to get what we were looking for.
Based on the colors of the ingredients of the iconic Whopper, it has been produced a packaging that reflects the character of Spanish wine. The minimalist design joins the tradition of wine in Spain and the innovative character of Burger King together, creating a unique product both in its design and in its flavor. Faithfully respecting all the traditional process of elaboration, bottling and labeling of a premium wine.
Indication of how successful the outcome was in the market
A bottle designed with iconic elements of the Burger King brand has functioned as a workhorse to establish the brand and the quality of its products among a universal public.
This action developed locally has become global, since there have been appearances all around the world, but significantly in Spain and the US, all general and specific (DieLine and #1 Pick of the Day of Creativity on line) media.
We also established the main differential attribute of the brand vs. competitors, bringing to the consumer the quality perception of our products from a valued premium product in the local market as the wine.
We developed a design proposal with spectacular results, creating a product totally out of the core business of the brand, with a limited budget and got to be present in media all around the world, bringing the attention of a universal public in just one blow.