Burger King
For April Fools’ Day in Argentina (celebrated on December 28th), we flipped promotional logic on its head. Instead of restricting discounts to Burger King offers, we invited people to bring any coupon (from competitors, other food brands or even different industries) and redeem it at Burger King. The idea reframed promotions as a confident, playful brand gesture, reinforcing Burger King’s challenger spirit while driving traffic and conversation. A simple execution built around a clear, easily shareable concept.
Client
Burger King
Campaign
Innocent Coupons
Category
Promotional Campaign
Cultural Hack
Brand Play
Role
Creative Direction, Concept Development
The Challenge // In a market where consumers heavily use coupons, Burger King sought to stand out by playfully targeting competitors and attracting their customers. The challenge was to create a buzzworthy promotion that would not only entice customers but also reinforce Burger King's brand identity as bold and customer-centric.
The Solution // Leveraging the prankster spirit of December 28th (Argentina's equivalent of April Fool's Day), Burger King launched the "Innocent Coupons" campaign, allowing customers to trade any competitor's coupon for a free Whopper. This cheeky move capitalized on the popularity of coupon usage in Argentina and encouraged social media sharing, amplifying the campaign's reach. By accepting competitors' coupons, Burger King positioned itself as confident and generous, willing to go the extra mile to win over customers.
The Result // The campaign generated substantial buzz on social media, with numerous customers posting about their experiences and sharing the promotion. This increased foot traffic to Burger King restaurants and enhanced brand visibility. By playfully engaging with competitors' customers, Burger King reinforced its brand identity and strengthened customer loyalty.
