The objective of the campaign is to engage with 18-24 years old by launching a prank/fake burger, a week prior to April Fool's day. This new Whopper is the missing piece of the Whopper family: Whopper Jr, Whopper and now... Whopper Sr. Aging is known to cause dental pain and makes it harder for seniors to chew and appreciate their food. So we created a Whopper they don't need to chew. Or did we?
The campaign will be launched online and on BK social media channels a week before April 1st. Only on April Fools Day, Burger King will announce this was a joke. This is the opportunity for our target audience to engage and start making their own Whopper Sr. To prank friends? To film grandma's reaction? Or just eager to taste it? They’ll start blending and sharing.