McWhopper
Award: Yellow Pencil
Yellow Pencil / PR / Best Integrated Campaign / 2016
In August 2015, BK published an open letter proposing a ‘burger wars’ ceasefire with longstanding rival McDonald’s. BK proposed the two restaurants join forces to create a symbolic mash-up burger, The McWhopper, to be served on UN Peace Day. The proposal was met by frenzied public support, so McD’s drew criticism when they said no. Subsequently, tens of thousands of people took matters into their own hands by creating and sharing DIY McWhoppers. Meanwhile, four other competitors raised their hands for peace and together with BK created and served the historic ‘Peace Day Burger’ on Peace Day.
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