Everyone’s Burger

Creative idea

Every November, one burger takes over Poland: McDonald’s seasonal Lumberjack’s Burger. Instead of competing with its massive media presence, Burger King used it as free fuel. With no new product to launch, we repositioned the iconic Whopper as the alternative to the nationwide Lumberjack’s Burger mania. “Everyone’s Burger” turned conformity into our competitor’s weakness and choice into ours. A precisely timed social campaign, supported by a strategically placed OOH execution next to McDonald’s, allowed Burger King to enter Poland’s biggest seasonal burger conversation without trying to outspend the market leader.

Brand name: Burger King
Advertiser / client: Rex Concepts / Burger King Poland
Product / service: Whopper Burger
Campaign name: Everyone’s Burger
Agency network: INDEPENDENT AGENCY
Agency: WebTalk | Warsaw
Media agency: WebTalk
Digital agency: WebTalk
Production company: WebTalk
Agency chief executive officer: Michał Dunin
Chief creative officer: Martin Winther
Creative director: Martin Winther
Art director: Szymon Sikorski
Account director (agency): Anna Luberska-Kieres
Client account director: Aleksandra Gajowczyk / Magdalena Michalak
Media director: Michał Wolfram
Strategic planner / strategist: Edyta Maciejewska
Post production producer: Paweł Łada / Piotr Cyglicki
Digital strategist: Edyta Maciejewska
Additional company: Ada Płaskocińska - Senior Account Manager; Agata Szybilska-Czech - Client Service Director; Piotr Zagórski - Flollow Commerce Media;