Sorry, Mom. I Burnt It

For Mother’s Day, Burger King Ecuador launched a campaign that turned kitchen fails into a chance to truly surprise mom. With the tagline “Being a good son doesn’t make you a good chef,” the brand invited people to upload photos of their burnt dishes in exchange for a Whopper to gift their mothers. The campaign combined strong digital engagement with print ads, tapping into the humor and authenticity of everyday life—smoky kitchens, good intentions, and culinary disasters. The main print showed someone standing over a scorched pan, reinforcing the message with a relatable visual punch. The campaign sparked thousands of organic interactions and became a powerful example of how a brand can connect with its audience through humor, warmth, and emotional relevance.