Black Friday Whopper Shopper
Burger King · 2019
3 awards: The One Show · Clio Awards · D&AD
Strategic insight
Black Friday shoppers don't think about restaurants, but they do think about deals. By positioning Whopper as the deal—and making other brands pay for it—BK infiltrated the shopping mindset rather than fighting it.
The Format
The mobile website functioned as a shopping aggregator, not a restaurant site. By embedding 1,400 brand banners and affiliate links, Whopper-Shopper became a deal-discovery destination that intercepted shoppers mid-journey and converted them into voucher holders.
Earned Reach
Major news outlets (Financial Times, Fox News, ABC News, Teen Vogue, Thrillist) organically covered the arbitrage play, amplifying brand buzz 29% during Black Friday and reaching 300 million people with zero media spend.
