Burger King’s McWhopper Proposal campaign from Y&R NZ with contributing agencies DAVID The Agency, ABPR, Code and Theory and Turner Duckworth has won the Grand Effie trophy at the 2017 North American Effie Awards Gala.
“In 2015, Burger King was outspent, under-armed and overwhelmed in the incredibly competitive fast food category,” the agency said in its entry. “Our idea began with an open letter in the New York Times; a peace offering to our biggest rival.
“Immediately the McWhopper idea took on a life of its own, making headlines across the country. While the campaign twisted its way through popular culture, we continued to stoke the flames with iconic billboard placements, social influencers and a carefully crafted media kit disguised as a website.
“Although the offer was declined, the campaign was an overwhelming success. Oh, and we helped World Peace, too.”
“Although the offer was declined, the campaign was an overwhelming success – shifting all brand measures, selling a truckload of burgers. Oh, and we helped World Peace, too. We publicly offered our biggest rival an olive branch, suggesting the ultimate burger mash-up: The McWhopper.”
Grand Effie jury member Says Vineet Mehra, of Ancestry said: “This year’s Grand Effie winner proved once again that when agencies and clients exhibit shared courage to support a bold, insightful idea, the results can indeed be both creatively outstanding and indisputably effective – even against the greatest odds.”
- The complete list of Gold, Silver and Bronze winners, plus the winning case studies, is available on www.effie.org
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