Marie-Claire Manson
Media Planner at Y&R New Zealand
West Auckland, New Zealand
Campaign McWhopper
Advertiser Burger King + Peace One Day
Brand Burger King + Peace One Day
Date of First Broadcast/Publication
Business Sector Restaurants & Fast Food
Problem On 26th August 2015, Burger King did the unthinkable. They published an open letter in traditional and social media, proposing a 'burger wars' ceasefire with longstanding corporate rival McDonald's. BK proposed the two restaurants join forces to create a symbolic mash-up burger, The McWhopper, to be served on UN Peace Day. The proposal was met by frenzied public support, so McD's drew criticism when they said no. Inspired by BK's instructional 'burger build' online film, tens of thousands of people took matters into their own hands by creating and sharing do-it-yourself McWhoppers on YouTube, Instagram, Vine, Twitter, Facebook, and mainstream media. Meanwhile, four other competitor restaurants raised their hands for peace and together with BK created and served the historic 'Peace Day Burger' on Peace Day, 21st September 2015. So far the campaign has received over 8.9 billion impressions, equal to US$139 million in earned media
Media Type Digital
Production Company
Chief Creative Officer
Creative Director
Creative Team
Creative Team Head of Digital Design
Account Director
Agency Producer
Agency Producer
Digital Producer
Digital Producer Head of Digital Design
Media Planner
Photography / Illustration
Sound Design Company
Post Production Mandy
Digital Production
Media Director
Media Director
Pop-up production
Brand Identity
Director, Brand Management
Chief Marketing Officer (CMO)
Corporate Manager
Pop-up Activation

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