The Referendum Whopper
Burger King
Issue 57 | December 2020
Agency
Wolf BCPP
Creative Team
Chief Creative Officer Gonzalo Baeza Creative Directors Nicolás Pérez, Jaime Cornejo Art Director Cristián Mugarra
Other Credits
Account Director Dolores Pera Account Executive Paulina Vera, Valentina Quiroz
Date
October 2020
Background
On Sunday October 25th, there was a referendum in Chile to decide if the country should change its constitution, dating back to the dictatorship of Augusto Pinochet in the 1980s.
Idea
Voting in the middle of a pandemic meant that a mass of people would be on the move.
Among the measures taken to prevent contagion, the government insisted that every voter must carry their own personal blue pen that would be non-transferable.
Stepping into this scenario, Burger King partnered with Uber Eats to release a meal combo for one day only, October 24th., Included with the Referendum Whopper was a free blue pen for voters to express themselves at the polls.
Results
The campaign was a success, delivering well over 10,000 blue pens to voters in the runup to the poll.
Our Thoughts
Burger King’s brand promise of “Have it your way” has morphed over time into “Be your Way”. This has given it permission to get actively involved in social issues such as gay rights, anti-bullying and political elections. The brand has form here, urging Brazilians to vote in 2018 (Directory Issue 49) and here in Chile helping voters protect themselves from contagion. In almost every market, BK is brilliant at keeping itself relevant with low-cost activations of this sort. Not instead of traditional TV-led advertising but as well as, that’s the secret on a successful ‘always-on’ strategy.