Burger King Italy: King of Umarells

This case study describes how Burger King, the QSR giant, opened 300 new stores in Italy, marketing the event using a particularly Italian phenomenon: the Umarells, old men who like to watch construction sites all day.

King of Umarells

Campaign details

Brand: Burger King ItalyAgency: The Big NowCountry: Italy

Background

Every day hundreds of people ask us when and where we will open new Burger King restaurants. How can BK tell them that they will soon fulfill their wish in a cool and unexpected way?

National Context of the Campaign

We created the "King of Umarells" social media initiative, starting from a typically Italian insight: the "Umarells". They are a real Italian phenomenon: old men that love to watch construction sites the whole day. There are millions of them and they...

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