This week on Wednesday, U.K. customers at Burger King can only order one item: a Whopper.

The campaign lasting just through Apr. 17 was created by BBH London, which was appointed to reposition the Burger King brand last September.  It marks the first time in a decade that Burger King has focused on the Whopper in the U.K.

The push was backed by two 20-second films on TV, directed by Adam & Dave via Bold, which feature Burger King customers being turned away from restaurants when trying to order anything else. The campaign also includes print, OOH, social and in-store activity.  Meanwhile there's a free Whopper giveaway, for any customer who downloads the Burger King app and orders one on Deliveroo. 

Katie Evans, Burger King U.K. marketing director, says in a statement: "Burger fans have no choice, but in a good way. Hope you understand. After all, Burger King is not called Home of The Cheeseburger!”