BURGER KING® asked South Africans to upload images of their meals to a special microsite on two pre-selected dates for consideration to receive a WHOPPER® in return. The photos were shared on Twitter using the '#SWHOPPER' hashtag.
Ezelna Jones, marketing executive at BURGER KING® South Africa, adds, "We are the first BURGER KING® internationally to reward consumers for having a meal that looked terrible, so being recognised on a global scale is an honour for everyone involved."
"Our agency, Jupiter CT, made a point of emphasising that feeling of food remorse that has now become known as WHOPPER® envy and encouraged the existing practice of consumers photographing their food – there are over 300 million photographs of food on Instagram, so we leant right into it," says Jones.
Lucas van Vuuren, executive creative director at Jupiter CT, adds, "Our timing was perfect for '#SWHOPPER', as McDonald’s was planning discounted Big Mac’s on their birthday a few days before we originally planned to launch."
"We were sneaky and we moved the date forward to their birthday and gave away free WHOPPERS® instead. The media and consumers loved it. We even had media running online polls comparing the two campaigns, and '#SWHOPPER' came out trumps," he says.
For more information, visit www.burgerking.co.za. Alternatively, connect with them on Facebook, Twitter or on Instagram.