WhoppHER

Background

One of Crown Prince Mohammed bin Salman’s reforms in Saudi Arabia was to issue driving licences to women. In June 2018, women were finally granted the right to drive.

Idea

To celebrate the occasion, BURGER KING® declared that any woman driving through a BURGER KING® drive-thru from June 24th, the day the new law came into effect, would get a very special WHOPPER® free, a WhoppHER, in fact.

In both English and Arabic, the packaging paid tribute to “Our Driving Women”.

Results

600,000 social media views were secured in Saudi Arabia and 2,327 free WHOPPER®s were given away from 110 drive-thru restaurants.

Our Thoughts

One of the new conditions of marketing is that when you talk to people now, they talk back. So this campaign stirred up a certain amount of controversy through its name, people seeing the word “WhoppHER” as whop her or hit her.

Still, I suppose there’s nothing worse than being talked about than not being talked about. Notwithstanding, good for BK for declaring themselves in favour of the new legislation because plenty of their (male) customers are not.