Tools:
Strategy and creativity
Design and development
Game
Opinion leaders
Promotion
BURGER KING® is in the second place in the world and in the third place in Russia among the
largest chains of quick service restaurants specializing in hamburgers. The signature
WHOPPER® sandwich, focus on the highest quality of ingredients and original recipes are all
hallmarks of the brand.
Product
ANGRIEST WHOPPER® — a sandwich with
a red bun, fried onion petals, spicy
angry sauce, jalapenos all coupled with
flame-grilled beef, melted cheese,
iceberg lettuce and ripe
tomatoes.
Aim
Tell the audience about the ANGRIEST WHOPPER®,
highlight its spicy flavour and provoke people into trying the new product.
Idea
Draw attention to the product and its spicy
flavour with the help of a catchy slogan.
The slogan “obostris’” is a pun based
on the similarity of words meaning
“spicy” and “crap one’s pants”
in Russian
Solution
Mechanics.
Stage1
Angry and scandalous Wi-Fi-
ads in the Moscow metro.
* “Smotri ne obostris’ “ is another pun which can
be loosely translated as “Mind and don’t crap your pants”
Mechanics.
Stage 2
Sales promotion: a promo site
with a fun game giving a chance to get
a coupon for a free ice-cream when
buying the ANGRIEST WHOPPER®.
* “Syesh i obostris’ “ is the same
play on words now meaning
“Eat this and get a spicearrhea”
Mechanics. Stage 3
Bloggers threw down a challenge to the audience: the participants were
filming a creative video,the trick was to to eat
the ANGRIEST WHOPPER® and not to start crying.
Results
Within this record time the two-week supply of the
ANGRIEST WHOPPERS® was completely sold out!
х4,5
Sales in Russia
were 4,5 times higher
than in Europe
35 776 998
Total reach in social networks
14 026
Shares
in social networks
87 912
Likes
in social networks
Over 100 publications
and media hits
Extra publicity due to the
investigation by FAS Russia
References in the media
Awards