Burger King x Veepee|ad
A destocking operation combining branding, engagement, and drive-to-store.
This campaign, conducted with Buzzman for Burger King, won the Gold Award at the B2C Marketing Awards organized by E-marketing.
Le contexte
Burger King wanted to mark a significant turning point in its visual history in France. The new logo, announced in 2021, was only rolled out in July 2024 after a long wait. To accompany this change of identity, the brand saw an opportunity to get people talking about it in a fun and offbeat way. By quickly selling off merchandise bearing the old logo on Veepee, Burger King not only seized the opportunity to generate visibility, engagement, and traffic at the point of sale, but also to capitalize on an event that usually goes unnoticed: the logo change.
Objectives
The challenge was twofold. On the one hand, it was about supporting Burger King's rebranding with this logo change, emphasizing the collectible aspect of the goodies. On the other hand, the campaign had to encourage drive-to-store traffic with an offer of “a Whopper or Veggie Whopper menu included with every purchase of a goodie,” aiming to boost restaurant sales and attract a new audience.
More specifically, the brand's objectives were as follows:
1. To strengthen brand awareness around its logo change through a humorous and offbeat campaign.
2. To increase community engagement by attracting fans of the brand and creating a sense of scarcity around the collectible goodies.
3. Stimulate drive-to-store traffic with the offer of a Whopper/Veggie Whopper menu included with every goodie purchased.
4. Target a wide audience on Veepee with an advertising campaign that appeals to both 18-34 year olds (Burger King's core target) and 35-55 year olds (Veepee's core target).
The Targets
The campaign targeted a mixed audience, ranging from Burger King loyalists to collectors, while seeking to reach an older demographic than Burger King's average customer base by targeting Veepee France's member base (15 million logged-in users). The focus was on fast-food lovers, bargain hunters, retro product collectors, and young adults, for whom the old logo could evoke nostalgia and exclusivity.
The Plan
To meet Burger King’s objectives, Veepee implemented a tactical Retail Media advertising strategy based on a combination of Display Retail and CRM activations spread throughout the duration of the Burger King event sale on the platform.
1. A clearance operation on Veepee: The campaign took the form of an exclusive flash sale from August 20 to 25, 2024, where Burger King offered its collector goodies for €5.90 each, with a bonus menu included (Whopper or Whopper Veggie) for each goodie purchased. The campaign leveraged humor and a quirky approach to capture attention and highlight this transitional moment between the old and new logo.
2. A powerful Display Retail & CRM media plan: To maximize visibility of the sale, Veepee activated a Carte Rose format, an advertising tool that allowed a fixed banner in the top position of the homepage, visible to all members as soon as they landed on the site or app, directing them to the Burger King flash sale. This banner, initially positioned at number 1 at the launch of the sale (Day 1), was later placed in other locations on Veepee’s homepage, ranging from the 10th position to more flexible placements, ensuring the sale remained visible throughout the five days of the operation.
The CRM component complemented the plan, with a dedicated booster email announcing the sale, as well as inclusion in Veepee’s daily newsletter. This Display + CRM combination aimed to attract the maximum number of visitors to the sale and convert millions of impressions into clicks, then into purchases of goodies.
3. An optimized user journey strategy: The user journey was designed to capture the audience as soon as they landed on Veepee’s homepage. Every banner and email directed users straight to the dedicated Burger King goodies sale page, ensuring easy and quick access for interested members. This seamless process helped optimize conversion rates and maximize sales.
4. Creating playful and engaging storytelling: The campaign was driven by humorous storytelling – “Burger King France is changing its logo. Grab great deals with the old one.” The idea was to turn a simple clearance sale into a fun event, thereby strengthening community engagement around the brand. The goodies, ranging from mugs to USB keys, were positioned as collector items, making the operation even more appealing.
The results
The Burger King x Veepee campaign delivered impressive results in terms of visibility, engagement, and commercial performance.
1. Massive visibility: Thanks to the powerful media plan, the campaign generated 27.5 million impressions on Veepee’s homepage. The homepage presence ensured continuous visibility, reaching a very wide audience.
2. High engagement: The click-through rate on the Carte Rose reached an impressive 5.15% on the first day, totaling 559,112 clicks and 457,992 unique clicks across all activations. These figures demonstrate the strong appeal of the flash sale, which captured the attention of many visitors.
3. Rapid commercial success: The flash sale exceeded expectations. Over 5 days, more than 4,300 products were sold, confirming the campaign’s success. In total, the Burger King sale attracted 1,415 unique buyers.
4. Effective drive-to-store: The operation also met its drive-to-store objective, offering a menu – redeemable in Burger King restaurants – with every goodie purchased. This successfully drove online buyers to physical stores, reinforcing the brand’s omnichannel strategy.
5. A younger audience: The campaign attracted a younger audience than the typical buyers of Veepee flash sales, a major asset for Burger King, which consistently aims to appeal to young adults: Generation Z and Millennials.
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