THE MOST FAMOUS GRILLER IN PERU
Burger King Perú
Issue 57 | December 2020
Agency
McCann Lima
Creative Team
Chief Creative Officer: Christian Caldwell Head of art: Oz Paredes Copywriter: Christian Caldwell Project Manager: Alessandra Vargas Executive: Lizet Gonzales
Production Team
Post Production: Craft Lima Daniel Carhuanca. Director: Mauricio Hidalgo
Date
October 2019
Background
Burger King Peru wanted to conduct a campaign based on celebrity endorsement, which will generate a lot of buzz among Peruvians and to differentiate them from their competitors, the task was to go beyond influencers and local celebrities and work with international celebrities. But this is Latin America they’re talking about — a region where budgets aren't huge.
Idea
To achieve their goal, the idea was to use CAMEO, an app that allows you to ask different celebrities for personalized messages and then share them with your friends, all for an affordable price. But since Cameo doesn't accept brands, they had to find a loophole. How? Very simple. The app was used to ask different celebrities to compliment the hamburger-grilling skills of a guy called GUBER TORRES. These videos then went viral organically, and voilà! Guber became famous, appearing in different newspapers and news bulletins around the country. A few days later, Burger King's social networks were used to reveal that GUBER's talent was thanks to his six years of experience working in their restaurants, cooking 100% beef patties exclusively on the grill. The campaign was concluded by hosting a big event at one of their restaurants, inviting everyone to come and eat delicious hamburgers made by Guber and their other grillers.
Results
Spending just a couple of hundred dollars on celebrity messages for Guber an unprecedented response was generated on social media and a total of USD 650,000 in earned media. 1200 USD investment 1900 % ROI 350% increase in Social Mentions USD 650,000 Earned Media