Smile and wave: Diners see themselves on burger wrapper

23.03.2010 Advertising : Brazil : Personalisation

Brazil – The Burger King tagline ‘Have it your way’ has reached a whole new level as diners buy burgers that feature their picture.

Advertising agency Ogilvy hid cameras in Brazilian Burger King restaurants and took pictures of people waiting in line. The result was the Whopper Face: a burger with a picture of the individual customer on the wrapper, showing that the burger had genuinely been customised.

Customers understandably reacted with surprise: ‘Man, I don’t even know what to say,’ said one. But the response was overwhelmingly positive.

This stunt is a great example of a brand communicating with its customers; for more information, see our Brandtocracy trend report.

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