Burger King Corp. has a new non-branded online video and TV campaign to spotlight its Whopper sandwich around the world. The campaign evolves around taste tests of Burger King’s trademark hamburger, challenging “Whopper virgins” — people who haven’t heard of or tasted the sandwich.
Burger King worked with documentary filmmaker Stacy Peralta to create a series of 15- and 30-second TV spots and an extended online documentary spotlight about real life “Whopper virgins.”
In the videos, Burger King invited residents of remote communities in the mountains of Thailand, the hills of Romania and out on the tundra of Greenland to try both a Whopper sandwich and a McDonald’s Big Mac. And of course, the stars of the video, were won over by the Burger King product.
The videos and background information on the making of the project are available on a microsite at www.whoppervirgins.com.
The Burger King Corp. used the project as a non-profit effort as well. The firm worked cooperatively with local authorities to make donations to the community that participated in the study.
The new campaign follows Burger King Corp.’s 2007 “Whopper Freakout” social media campaign in which consumers could socially identify themselves with the product.
