Campaign details

Brand: Burger King
Brand owner: Burger King
Lead agency: MullenLowe US
Country: North America
Industries: Restaurants & takeaways
Media channels: Outdoor, out-of-home, Social media
Budget: No budget

Executive summary

It's the middle of Q2 2018. Sales are stagnant. Rivals are more popular than ever on social media. The brand needs a big, attention-driving splash, but all non-essential marketing budgets (like social media, ours) have been frozen. What's a brand like Burger King to do?

To cut through the cluttered feeds of a marketing-averse Gen Z, we needed to do something relevant to pique their interest. We surprised our audience by embracing our fiercest rival with a stunt echoing our audience's daily life – a 'Promposal'.

As it turns out, one very small marquee billboard with just two words can garner some serious attention. By asking Wendy's to prom and then posting the picture to Twitter, we stood out among the clutter of increasingly negative newsfeeds, earning 361m impressions, and $4m in ad value, for zero media spend. Our decision to make love, not war, drove the highest month-over-month sales growth in years.