GRILLSURANCE

ClientBURGER KING
Category A06. Retail
TitleGRILLSURANCE
Product/ServiceWHOPPER
Entrant INGO Stockholm, SWEDEN
Idea Creation INGO Stockholm, SWEDEN
Production INGO Stockholm, SWEDEN
Credits
Name Company Position
Björn Ståhl INGO Sthlm ECD
Max Hultberg INGO Sthlm Art Director
Stefan Kindgren INGO Sthlm Digital Creative Developer
Erik Karlsson INGO Sthlm Account Manager
Erik Ström INGO Stockholm Copywriter

Why is this work relevant for Direct?

During the summer of 2018 with wildfires and a national barbecue ban, Burger King, serving flamed grilled hamburgers, launched a Grillsurance Whopper - an insurance with a simple promise, if there is BBQ ban next summer 2019 the insured will get a free Whopper during every day of the ban. The Grillsurance Whopper targeted the vast majority of Swedes owning an outdoor grill (8 out of10). In case of a barbecue ban the summer of 2019 you'll get a text message saying its time to pick up your free Whopper.

Background

The summer in 2018 was the hottest in Sweden in 260 years. More than 80 wildfires were ravaging the country. Many Firemen from Sweden and even helping other countries were fighting the fires. Among them were thousands of voluntary Firemen. The government declared a nationwide barbecue ban. On bad thing led to another, for the barbecue loving Swedes. These two things were the conversation topics of the nation. Everybody was talking about the fires AND the barbecue ban. Sweden was a country in "despair". And what if it happens again next summer?! At this stage Burger King launched their Grillsurance Whopper.

Describe the creative idea

The promo is very simple - Buy a Grillsurance Whopper, add Euro 0,5 and you'll get a unique code that you can register online. If there will become a barbecue ban during next summer 2019 in your area, you'll get a text message saying you can pick up your free Whopper at the nearest Burger King. Same thing will happen for every day that the ban exists. All the surplus from the sales was doubled by Burger King and donated to the Swedish Volunteer Fire Brigade.

Describe the strategy

Burger King is globally famous for their flame grilled burgers. But not in Sweden. Only 42% of the Swedes knows this fact and think that Burger King fry their burgers, just as McDonalds do. During the fires Sweden came to a stand still and when the barbecue ban happened it was on everybody's lips. Burger King found a way to hack into the national conversation, became a part of it and put focus on their flame grilled burgers.

Describe the execution

The Grillsurance Whopper was launched with a register webpage. A launch film was released in social media. The promo was then present in all Burger King restaurants in Sweden, in video menues, big window foils, trays, burger wraps etc.

List the results

The Burger King restaurants in Sweden sold on average 3,3% more Whoppers than prior to the campaign. More importantly Burger King and flame grilling hamburgers became part of the conversation. The news in media about the Grillsurance Whopper travelled far beyond the borders of Sweden.