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26-JAN-2025 | Burger King’s Genius “More To Life” Corona Campaign

Author

Dan Bogachek
January 26, 2025

Burger King’s Genius “More To Life” Corona Campaign

There’s more to life than the whopper.

There’s Bocamexa’s tacos, Loumi’s salads, Popote’s blanquette, Fufu’s ramens, La Pasta Tinto’s pastas, Oceanoza’s sushis… In short, there are specialities from thousands of restaurants that deserve to be as famous as the WHOPPER.

So, we decided to stop posting our burger pics and to make our Instagram account available to all of these restaurants. Until they can open again, they will be able to advertise here, for free.

Friends from the restauration industry, in order to benefit from this, post your signature dish on Instagram with #WhopperAndFriends. 🏁

Subversion of expectations in the hook. Then BK puts their arm around everyone and says “we’re all in this together.” Soft but specific call-to-action addressed to the restaurants.

A goodwill awareness campaign that lifts up the little guy. And yet, every hashtag of #WhopperAndFriends spreads the BK brand.

Genius marketing play.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and flip open the laptop.

Or… what if:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].