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

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.

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

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