Burger King alters its logo to promote its massive King Stacker

Out-of-home campaign from We Believers uses its pole signs to say a mouthful

Published On
Jan 12, 2023

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Open wide: With four beef patties, Burger King’s limited-edition Stacker King is one enormous burger. Telling the story required signage that could also say a mouthful.

The agency We Believers redesigned the burger-shaped Burger King logo to resemble the Stacker: repeating the word “Burger” four times above “King.” It then replaced the pole signs outside BK restaurants throughout Mexico City, Guadalajara, Monterrey, Merida, San Luis, and Potosí with the temporary new logo.

“The Burger King logo is iconic and happens to be shaped like a burger. Using the logo as a key part of this campaign was intended to drive stronger recall for the new Stacker King in a way that only Burger King could,” Gustavo Lauria, co-founder and chief creative officer at We Believers, said in a email.

The new signs were not only eye-catching and well-located but allowed Burger King app users to order the burger by scanning the logo with their phones. The stunt started in December and continues through the first half of January; the original signs will be replaced once the limited-time offer goes off the menu this month.

We Believers' previous work for Burger King has included its 'Cows Menu" campaign that created a new diet for cows to reduce their methane emissions. 

Credits

Date
Jan 12, 2023
Client :
Burger King (Mexico)
Agency :
We Believers
Chief Creative Officer :
Gustavo Lauria
Executive Creative Director :
Patricio Elfi
Creative Director :
Sebastian Higueret
Creative Director :
Christian Leal Saint-Jean
Producer :
Vero Z
Jr Producer :
Miriam Rota Ros
Chief Strategy Officer :
Marco Vega
Director of Operations :
Natalia Gamarra
Account Director :
Nallely Recinas
Account Executive :
Caterina Malpica
Creative Coordinator :
Rocio Fernandez Sasso
Production Company :
Bross al Cuadraro/AFW
Director :
Marcelo Paez
Executive Producer :
Enrique Ramírez Santillán
Producer :
Roberto Jiménez
DP :
Germán Vilche
DP :
Jose Casillas
Editor :
Diego Panich
Color Correction :
Pentimento
Color Correction :
Jorge Russo
Music Company :
Pickle Music
Music :
Alexis Estiz
Online & VFX :
DA8
Chief Brand Officer :
Antonio Marques
VP Head of Marketing :
Sabrina Ferretti
Senior 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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