FCB’s ‘Whopper Detour’ takes short cut to Direct Grand Prix


A typically provocative Burger King campaign, created by FCB New York, is the winner of the 2019 Direct Grand Prix. Entitled ‘The Whopper Detour’ it offered people the chance to buy a Whopper burger for one penny, on the condition that they unlocked the mobile-led promotion while in the vicinity of a rival McDonald’s restaurant.

Jury president Nicky Bullard, chairwoman and chief creative officer of MRM/McCann said it was “an ingenious way to answer a business problem, which is that Burger King needed more people to download their app”. The results back that assessment, with the campaign generating 1.5 million app downloads and 37:1 return on investment.

Across the category, the jury set four criteria for success, Bullard said. Does the campaign target the right people and does it make them feel good? Has it asked them to do something and did they do it? ‘The Whopper Detour’ was judged to have surpassed all those measures.

The jury also awarded five Gold Lions to the US (2), Brazil, France and Israel. Three of those Golds were for Burger King work while the other two went to ThisAbles and Street-Vet, campaigns that enjoyed high-profile successes early in the Cannes Lions week.

Harriet Palmer