BURGER KING Homer of the Whopper

This is the program we pitched to win the $50MM Burger King sales promotion and merchandising business while I was at Draft Worldwide (now part of FCB Global).

I led the ideation and concept development of the pitch and subsequent programs.

SITUATION

We leveraged America’s love for freedom of choice, The Simpsons, and grilled food to set Burger King apart.

McDonald’s was fried assembly-like sameness. Wendy’s was greasy and old-fashioned. Burger King was the king of American burgers – grilled the way people prefer and prepared the way they want.

The Simpsons was a perfect symbolism for contemporary American families, with the power to en

CHALLENGE

Make Burger King the hot place to go for contemporary families to get a flame grilled meal.

Maintain an industry first 12-week promotion window for a single event while driving traffic and consumption across all targets.

SOLUTION

Leverage the fanatical drawing power across all ages of The Simpsons to establish Burger King as a must-go destination from October through December.

PROGRAM DETAILS

12-Week Promotion Window

First ever three consecutive 4-week promotions tied to one partner.

October:

• Halloween themed Creepy Classics collectible toys with Kids Meal purchase
• Limited time Freaky Float

November:

• Limited time X-treme Bacon & Cheese Whopper

December:

• Talking The Simpsons watch offer

PROGRAM DETAILS

October

• Tie-in with the annual Treehouse of Horror Halloween episode 
• One free toy in each Kids Meal – collect all 10 
• Orange Freaky Float drink special to increase the register ring beyond Kids Meals 

PROGRAM DETAILS

November

• Homer's signature Whopper® keeps traffic coming and registers ringing 
• Marge promotes options for the lighter eaters