Title	WOPPER WINE
Brand	BUERGER KING SPAIN
Product/Service	WOPPER
Category	A01. Corporate Reputation & Communication
Entrant Company	LA DESPENSA Madrid, SPAIN
Advertising Agency	LA DESPENSA Madrid, SPAIN
Production Company	CENTRAL FILMS ESPAÑA Madrid, SPAIN

Name	Company	Position
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
Willy Roda	La Despensa Ingredientes Creativos	Art Director
Gastón Bruno	La Despensa Ingredientes Creativos	Art Director
Carmen Ibáñez	La Despensa Ingredientes Creativos	Copywriter
Juan Luis Fernández	La Despensa Ingredientes Creativos	Copywriter
Alfredo González	La Despensa Ingredientes Creativos	Account Manager
Chamani/Pacololo Marcos/Raúl Alguacil And Pablo Sancho	La Despensa Ingredientes Creativos	Art Director Studio
Pedro Aires	La Despensa Ingredientes Creativos	Planning Director
Paloma Adrien	La Despensa Ingredientes Creativos	Account Executive

The Campaign

In 1975 Burger King opened in Madrid its first store in Europe. Back then, wine was a daily part in the Spaniards’ diet, so in order to adapt to local market, Burger King decided to offer wine in the menu. So in order to celebrate the 40th anniversary of the brand in Spain and to honor those pioneers, we decided to create a unique wine. A wine that has been maturing for a year in ox barrels previously toasted at Burger King’s flame broiler. A wine that perfectly matches the Whopper and enhances its flavor. Due to the lack of media planning for this campaign, we decided to create a unique action, never done before by competitors. The objective was to be present in the main national and international media in order to raise the brand awareness in the minds of consumers and make Burger King a reference in the quick restaurant service offer, being the first chain to establish in Spain. Although Whopper Wine was not for sale, a limited number of bottles have been produced for this anniversary, so Burger King could share it with all those who have been key in the history of the brand: guests (only some lucky ones will be able to enjoy them through Facebook), franchisees, and of course press.

The Brief

- To communicate the 40th anniversary of the establishment of the brand in Spain. - To communicate our main differential attribute versus our competitor, our flame grilled burgers. - To keep on building in the quality of our products, associating the essence of our brand (flame grilling) to a highly perceived quality product, introducing new skills in its creation process (ox barrels wood previously flame grilled). - To generate empathy and nearness of the Burger King brand with Spanish consumers through the creation of a high quality respected local product. - To be present in the main international and national media, creating brand awareness between all the targets and, moreover, within main stakeholders like key journalists and bloggers.

Execution

The first thing we had to do was 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, a process no easy to accomplish by our oenologists. 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. A press conference was held in the same restaurant that opened its doors in 1975 to present the wine and to offer the opportunity to taste it along the Whopper. There was only one link left, give the opportunity to try Whopper Wine to our consumers … we offered the possibility of winning one of the bottles to all our fans in the Burger King Facebook page by telling what was their story with the brand.

This action developed locally has become global, since there have been appearances all around the world, but significantly in Spain and the US. The data demonstrate the success of the PR campaign. These are the main results: • Impressions: 79.983.867 • PR value: 1.546.587 • ROI: 367.139,31% We organized a national press conference with an attendance of 27 Media of the main general newspapers such us Expansión, Cinco Días, ABC and El Pais; the two more important newswires, Europa Press and EFE, one of the most important TV channel such us Telemadrid. We managed interviews with ABC, Expansión, Europa Press and La Razón too. In Social Media, we organized a contest and we raffled a limited number of bottles in Facebook. For this reason, we created a microsite for the action. The video had 1.044.262 views in three days and 3.626.675 people saw the post with the video. The cost of the action was as follows: - Production: 50.900 € - PR campaign:4.500 €

The Strategy

The strategy was to develop a well-known local and respected product, never done before by competitors, which could bring attention of the media. A product that could allow us to communicate in a very cool way our 40th anniversary in Spain, and reinforce the brand attributes in the Spanish market. 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. In PR we work on a structured strategy around the following actions: press call to a large number of Media, a national press conference with most of the mail Media in Spain, a special press kit, the sending of all the information and photos (press release), ending up with a tracking Media and interviews with ABC, Expansión, Europa Press and La Razón, among others –some of the most important titles in Spain-.