Third Grand Prix for Burger King

 
Marcelo Pascoa and Fernando Machado

Marcelo Pascoa and Fernando Machado

Burger King’s ‘The Whopper Detour’ has rounded-off a sucessful Cannes Lions week for the company by winning the Titanium Grand Prix, an award reserved for work that is “provocative, boundary-busting, envy-inspiring and that marks a new direction for the industry” — the Cannes Lions’ criteria for Titanium status. The latest win means the fast-food giant has won three Grands Prix this week. Entered by FCB New York, the audacious campaign 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. This clever integration of mobile, direct and sales promotion delivered a 37:1 return on investment. Headline figures included 1.5 million app downloads and mobile sales that tripled during the promotion.

‘The Whopper Detour’ was 40 times bigger than any previous Burger King digital promotions. Burger King has built a reputation for feisty, provocative and hilarious marketing — winning the Cannes Lions Creative Marketer Of The Year award in 2017. In a Cannes Lions session this year, Survivor’s Guide To The Adpocalypse, Fernando Machado, Burger King global chief marketing officer, said: “We tried giving away the burger for free for a download and no one was interested. It is the fun element of going to the rival’s outlet that engaged people.”

 
Harriet Palmer