Burger King / Saudi Arabia / 2020Social · Retail & Shopper
The Doppelgaenger.
Burger King could not discount its flagship Whopper, so it promoted cheaper, less popular items as "Tough time meals" and cast a lookalike of Saudi's best-known social media influencer to front the campaign.
- Brand
- Burger King
- Agency
- VML Saudi Arabia
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2020
The challenge
Burger King needed to move affordable menu items during a tight-budget period without discounting its flagship product.
The idea
Instead of working with a well-known influencer, the campaign cast a lookalike of Saudi's top social media influencer, Abu Hamdan, as "Akhu Hamdan". The lookalike fronted the campaign and was given his own social media page. The budget was set to match government advice against overspending.
Results
- Nearly 7 million video views and 35.6 million impressions, according to VML
- Sales of the menu items rose 1,547%, and a quarter of all brand sales came from the new menu, VML reports
