Burger King's McWhopper Proposal Nabs 2017 Grand Effie
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The North American Grand Effie for 2017 has gone to Burger King for its McWhopper Proposal campaign, created by Y&R New Zealand, which invited its biggest rival McDonald’s to make peace.
Burger King was also named the Creative Marketer of the Year for 2017 in March by the Cannes Lions International Festival of Creativity.
Even though McDonald’s declined Burger King’s peace offering in 2015, the campaign carried on and the brand “continued to stoke the flames with iconic billboard placements, social influencers and a carefully crafted media kit disguised as a website,” according to the winner’s Grand Effie entry. The campaign, which was also supported by David The Agency, ABPR, Code & Theory and Turner Duckworth, sold “a truckload of burgers” and “helped World Peace,” the entry said.
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