Mouthwatering burgers with melted cheese, steamed bacon, and sourdough bread baked to golden perfection. In terms of advertising, the fast food category has always played with this idea of food beauty photos that make everything irresistible to the eye. But how does a brand portray a burger challenge without using this timeless visual source?
Burger King seems to have found a way to do this in partnership with the agency Wolf BCPP (Chile).
After looking at thousands of locations on Google Street View, the burger brand found these 100% real, caught on camera people eating Whoppers outside BK restaurants. Decided to order a burger to go but couldn’t resist eating in front of the entrance. Forks that are supposed to be eaten at home, at work, in universities, etc., but that didn’t make it very far.
‘Togo. As much as you can’ The name of this print campaign was designed to increase sales from the mobile app with its ‘order and collect’ feature, which depicts the same scenario of people eating wipers who ordered to go in front of a different BK restaurant. World locations such as Los Angeles, Munich, London and Paris.
The series of announcements also includes the exact coordinates where you can find the first pictures on Street View.
“For us, that’s proof enough to say: Our people are too intolerable. You can command them to go, but we can’t guarantee you’ll go very far.” Burger King Chili Marketing Manager Lucy Garrido said.
Agency: Wolf BCPP.
CCO: Gonzalo Baeza.
Creative Director: Nicolas Perez.
Copywriter: Luis Moreno, Hernan Irarrazaval, Felipe Monroy.
Art Director: Christian Mugara, Jasper Steeg, Fabiola Matas, Nicolas Gonzalez, Victor Rodriguez