BURGER TROLLS
Burger King, The Whopper Detour, FCB New York
What’s the ad?
“I’m at McDonald’s, getting a coupon for Burger King. I almost feel like I’m stealing,” said one excited Whopper Detour participant. The campaign saw the fast food giant give a masterclass in trolling, offering mobile users a Whopper burger for 1 cent, with just one catch – they had to drive to a McDonald’s and order through the BK app while there. By geofencing its long-standing rival’s restaurants and dangling a major discount, the brand saw mobile app downloads surge, earning 3.5 billion media impressions in the process.
What’s the insight?
While trolling is generally frowned upon online, people are up for taking sides and choosing a team to get behind, especially when there’s a clear (and easy to access) reward involved. Burger King played into its rivalry with McDonald’s in a fresh way, encouraging people to download the app and practice the habit of ordering through their phone, while boosting brand loyalty in the process. Burger King’s mobile sales jumped three-fold during the month-long promotion and sales remained twice as high as normal once it had ended.
Why is it important?
In an attention-starved economy, where Americans are growing ever-fonder of using ad blockers and skipping commercials, brands need to find fresh ways to speak to existing audiences and spark engagement with new ones. Creating new cultural moments or being present in them is one sure-fire way in. Wendy’s adopted a similar strategy when it joined a Fortnite special event to destroy freezers at an in-game fast food outlet and ‘Keep Fortnite Fresh’.
Read the Canvas8 case study here
OVERPRICED PERIODS
The Female Company, The Tampon Book, Scholz & Friends Berlin
What’s the ad?
50 years ago, German lawmakers decided to tax tampons at the highest rate of 19% – a rate usually ascribed to luxuries like caviar. Taking umbrage at the idea that menstruation is one of life’s great treats, a group of creative women sought to change the status quo and get sanitary products taxed at the lower 7% rate applied to books. Their innovative solution was to create The Tampon Book, which not only educated people about the injustice, but also sold tampons in a way that would avoid the luxury tax classification. The product sold out and the campaign was picked up across social media, garnering thousands of impressions, hopefully sparking a conversation across society.
What’s the insight?
By hacking the tax system and marrying innovation and social satire, The Female Company was able to integrate a ‘women’s issue’ into mainstream conversation and increase engagement with a typically sidelined subject.
Why is it important?
People are willing to put their money behind their beliefs, and women are fed up of being subjected to archaic views and systems. Pushing for inclusivity and equal representation means unpacking taboo subjects such as periods, menopause, or sexual liberation, and reframing the narrative in positive, open, and bold terms. For example, Better Not Younger is taking ownership of the conversation around aging, creating targeted products accompanied by nuanced imagery that speaks directly to its audience.
Read the Canvas8 signal here