SOCIAL DISTANCING WHOPPER
| Title | SOCIAL DISTANCING WHOPPER |
| Brand | BURGER KING |
| Product/Service | SOCIAL DISTANCING WHOPPER |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
|
Entrant
|
BURGER KING Milan, ITALY
|
|
Idea Creation
|
WUNDERMAN THOMPSON Milan, ITALY
|
|
Production
|
WUNDERMAN THOMPSON Milan, ITALY
|
Credits
| Lorenzo Crespi |
Wunderman Thompson |
Chief Creative Officer |
| Pas Frezza |
Wunderman Thompson |
Creative Director |
| Luca Iannucci |
Wunderman Thompson |
Creative Director |
| Morgan Storti |
Wunderman Thompson |
Motion designer |
| Marta Armando |
Wunderman Thompson |
Agency Producer |
| Alessandro De Leo |
_ |
Director |
| Gigi Cassano |
Movie Magic |
Content Director |
| Chicco Mazzini |
Movie Magic |
Producer |
| Ruggero Andreozzi |
_ |
Speaker |
| The FoolishMouse MaxH |
_ |
Music Artist |
| Raffaele Amici |
Raffaele Amici |
Editor |
| Luca Santagati |
Wunderman Thompson |
Account Executive |
| Laura Vimercati |
Burger King |
Marketing Director |
| Chiara Camerini |
Burger King |
Marketing Manager |
| Serena Wieland |
Burger King |
Marketing Specialist |
Why is this work relevant for PR?
Social Distancing Whopper is the Globallest BK italian campaign of the history.
Background
After 3 months of total confinement caused by Covid19, italians are now finally free to go around.
The government rules are few but clear: “wear a face mask”, “wear gloves” and above all “let’s all keep a distance of one meter.”
In this situation, for the reopening of its restaurants, Burger King Italy needed to be close to its consumers.
Describe the creative idea (20% of vote)
After lockdown the desire of people to go out to eat is big, but the desire for safety is even bigger.
So for the Burger King reopening we introduced the Social Distancing Whopper,
the iconic BK burger, but with far more onions in an effort to promote social distancing.
Describe the PR strategy (30% of vote)
Social Distancing Whopper, available in all the Burger King restaurants, was launched by a social and digital campaign, OOH posters and a commercial.
Describe the PR execution (20% of vote)
The new burger news went viral in 24 hours and in 2 months generated more than 3 billion impressions and more than 20 million earned media.
The Social Distancing Whopper was requested in more than 30 countries.
List the results (30% of vote)
3.1 billion impressions.
+98% engagement rate.
22 million euros in earned media.