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Creative

Burger King Spooks Consumers with Notion of No Flame Grill This Halloween

Campaign from MullenLowe US proposes customers drive by competitors’ abandoned restaurants for free Whopper Sandwich coupon on the BK app

Burger King Spooks Consumers with Notion of No Flame Grill This Halloween

Every year, people seek out the scariest places to test their courage during Halloween. This year, the Burger King brand is revealing a list of the 'Scary Places' across the U.S. and it isn’t traditional haunted houses.

The BK Scary Places list names of abandoned burger chain restaurant locations and those who dare to drive by them will receive a free flame-grilled Whopper sandwich coupon that can be redeemed on the BK app to be delivered or picked up at their closest BK restaurant location. Why are these places so scary? When they were open, they did not deliver the beloved flame-grilled taste. On some nights you can even hear the sizzling screams of the flat top. What could be scarier than that?

To prompt locals who are already in the area to drive-by the closest scary place, the Burger King brand will send push notifications to those BK app users who’ve consented to receiving such notices. The brand will also share the exact coordinates of the scariest places through its various social media channels and website taking guests to the location. Guests who don’t live in participating locations can join-in on the spooky fun with a $5 meal offer when they click under the Scary Places tile on the BK app.


"To us, nothing is scarier than a place that never flame-grilled", said Ellie Doty, chief marketing officer, Burger King North America. "While Halloween looks a bit different this year, we're embracing it in a way that keeps guests' safety top of mind in current times. A good scare and a delicious reward of a flame-grilled Whopper."

The abandoned restaurants are located in Dayton, OH, Houston, TX, Birmingham, AL, McHenry, IL and Johnston, RI.

Seek out the abandoned restaurants and drive-by if you dare. For additional information, visit the BK website and follow on Facebook, Twitter and Instagram.

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Client

Client: Burger King

Agency

Agency: MullenLowe US

Executive Creative Director: Tim Vaccarino and Dave Weist

SVP, Creative Director: Enrique Camacho

Associate Creative Director: Cody Dummer

Art Director: Helen Reiger

SVP, Executive Director of Integrated Production: Lisa Setten

Executive Producer: Brian Smith

Director of Print Production: Aidan Finnan

Senior Art Producer: Ingrid Adamow

Senior Digital Producer: Chris Badders

Sr. Motion Designer: Jeremiah True

Motion Designer: Jennifer McMahon

Content Producer: Maurice Loach

Sr. Editor: Ethan Goldhammer

Animator: Andrew Lee

VP, Associate Studio Director: Mark Danish

Sr. Layout Artist: Nick Minieri

Layout Artist: Erinn Scammon

SVP, Group Strategy Director: Mike Cassell

Brand Strategist: Adriana Solache Olijve

Community Manager: Morgan Playle

Director of Business Affairs: Kim Burns

Senior Business Affairs Manager: Amy Keddy

Project Management Supervisor: Nicole Capone

Account Director: Alison Whisenant

Account Executive: Gil Carrigan

Production

Retouching Artist: Diego Speroni

Agent: Freddy Fabris

Category: Fast food , Retail and Restaurants