Burger King Mexico hyped the Whopper Serrano by going to the source—the chilis themselves

We Believers activation put stickers on 50,000 chilis at markets around the country

Published On
May 02, 2023
A Burger King sticker and QR code on a serrano chili pepper at a market

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Fast-food brands may think they have all the consumer touchpoints covered, but a new campaign from We Believers for Burger King Mexico took a novel approach to reaching people where they are—and more importantly, where a key ingredient is.

To launch the Whopper Serrano, the agency took its cues from the little stickers you see on fruits and vegetables at markets and grocery stores. The Whopper Serrano is named for the serrano chili pepper, which is its key ingredient—so We Believers teamed up with produce distributors to put stickers on 50,000 serrano chili, which ended up at markets across the country.


The stickers had a QR code that led to an offer on the BK app, nicely completing the out-of-home/digital journey for the consumer.

The program drove a 186% increase in app downloads and a 30% increase in redemptions off the app. Also, the burgers sold out in a week.


May 02, 2023
Client :
Burger King Mexico
Client :
Burger King
Agency :
We Believers
Chief Creative Officer :
Gustavo Lauria
Executive Creative Director :
Santiago Luna Lupo
Creative Director :
Sebastian Higueret
Creative Director :
Christian Leal Saint-Jean
Account Director :
Nallely Recinas
Creative Coordinator :
Rocio Fernandez Sasso
Head of Production :
Natalia Gamarra
Producer :
Miriam Rota Ros
Production Company :
Bross al cuadrado
Director :
Marcelo Paez
Director of Photography :
Patrick Murgia
Executive Producer :
Enrique Ramírez Santillán
Producer :
Roberto Jiménez
Production Company :
We Doers
Managing Director :
Natalia Gamarra
Technology Development :
Mathias Aguilar
Editor :
Diego Panich
Color Correction :
Anahi Piccinin
Music Production :
Pickle Music
Executive Producer :
James Zavaleta
Composer :
Alexis Estiz
Audio Engineer :
Godi Gaviria
Audio Engineer :
Dario Calequi
Associate Producer :
Matt Kerr
Brand Officer :
Antonio Marques
Head of Marketing :
Sabrina Ferretti
Sr. Director Brand Marketing :
Iwo Zakowski
Head of Marketing :
Brian Kleiman
Director Communications & Innovation :
Barbara Asin
Director Field Marketing :
Oscar Alcántara
Sr. Manager Communications and Sustainability :
Miguel Ángel Amézquita
Manager Communications :
Marianna Spentzos
Sr. Analyst Communications :
Amanda Varela

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