andy-awards logo ANDY Awards

ANDY Awards

Creative Award
New York, United States
Burger King + Peace One Day - "McWhopper" by ANDY Awards 2016

Filter results by

TitleMcWhopper
Agency
Campaign McWhopper
Advertiser Burger King + Peace One Day
Brand Burger King + Peace One Day
Date of First Broadcast/Publication 2015
Business Sector Restaurants & Fast Food
Problem On 26th August 2015, Burger King did the unthinkable. They published an open letter in traditional and social media, proposing a 'burger wars' ceasefire with longstanding corporate rival McDonald's. BK proposed the two restaurants join forces to create a symbolic mash-up burger, The McWhopper, to be served on UN Peace Day. The proposal was met by frenzied public support, so McD's drew criticism when they said no. Inspired by BK's instructional 'burger build' online film, tens of thousands of people took matters into their own hands by creating and sharing do-it-yourself McWhoppers on YouTube, Instagram, Vine, Twitter, Facebook, and mainstream media. Meanwhile, four other competitor restaurants raised their hands for peace and together with BK created and served the historic 'Peace Day Burger' on Peace Day, 21st September 2015. So far the campaign has received over 8.9 billion impressions, equal to US$139 million in earned media
Media Type Print
Length
AI Description The 'McWhopper' ad is a bold, open letter from Burger King to McDonald’s, proposing a collaboration for UN Peace Day. The ad, predominantly text-based, uses a playful yet serious tone to address social and traditional media audiences. It calls for a truce in the 'burger wars' by creating a 'McWhopper,' combining the Big Mac and Whopper into one peace-celebrating burger. The letter explains the purpose of raising awareness and promoting global unity. It's visually simple, using Burger King's logo and colors to make a strong impact. The proposal aims not only to unite two competitive brands but to engage the public in supporting peaceful initiatives.