Y&R New Zealand
CBS described it as the campaign “everybody is talking about”. Bloomberg called it “Perfect guerrilla marketing”. There can’t be many initiatives taken by an agency on behalf of a client which have had the impact of the ‘McWhopper’ campaign created last year by Y&R New Zealand for Burger King. Designed in part to draw attention to World Peace Day, the campaign took the form of a full page ad in the New York times inviting McDonalds to put aside their differences with Burger King for one day, to create ‘the perfect burger’. Anyone reading the ad was invited to visit the ‘McWhopper’ website, where they could see plans for a pop-up restaurant, complete with McWhopper hybrid branding and merchandising.
When McDonald’s declined the invitation the initial wave of public support for Burger King in the US turned into a global tsunami, the campaign achieving an astonishing $220m of earned media in a matter of days, and opened the way for Burger King to bring the idea to life in partnership with other fast-food retail brands. With World Peace Day receiving proceeds from sales of the product, everyone was a big winner.