Can BK Get Canadians Mad About the Angry Whopper?

Fast Feeder Revives Promotion With Website From Toronto's Taxi 2

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CHICAGO ( -- Burger King is bringing the Angry Whopper back in Canada. For the next month, the chain, which also promoted the sandwich in the U.S. and U.K. this past winter, is hosting an interactive website where burger lovers with webcams can scream at their computers to determine if they're angry enough for the sandwich.

For the uninitiated, an Angry Whopper has jalapenos, pepper-jack cheese, fried onions and "angry" sauce. The chain is running 15- and 30-second spots, via agency Taxi 2, Toronto, to support the promotion. In the spots, two men begin eating Angry Whoppers calmly, but rage builds during the course of consumption. When they finish, they look off into the distance happily.

Taxi 2 also built the website, which uses "face-tracking technology," so consumers can get visuals of how anger is manifested on their faces. This is the first campaign Taxi 2 has developed with Burger King in Canada. Taxi Montreal adapted the work for Quebec.

"The name alone was a huge springboard for the creative," Lance Martin, executive creative director at Taxi 2, said in a statement. He added, "This is one of the first commercial uses of the [face-tracking] technology in Canada."

Users who visit the site without a webcam are taunted. "No webcam? You must be pretty angry being stuck in 1997. Do you rollerblade to work every day?" But that's tough talk for a site that doesn't work in Google Chrome.

Burger King is well-known for its online executions, particularly in the U.S., where promotions have included "Whopper Freakout," "Whopper Virgins" and "Subservient Chicken." This one is likely to be comparatively small, however. Burger King has only about 303 restaurants in Canada.

Jason Keown, senior director-marketing, Burger King Restaurants of Canada, said in a statement: "Burger King brand is a large part of pop culture, so we always want to make sure we are placing our messages in front of consumers in the most relevant way. This site gives users a fun, engaging experience while they spend time with our brand. It is the ideal scenario."

Burger King's Canadian business is lumped in with its U.S. business. The chain reported same-store sales up 1.6% for the most recent quarter. Its sales for the fiscal fourth quarter, due next week, are expected to have been more affected by consumers cutting back.

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