A funny idea, a free Whopper and 165% more drive-thru traffic.

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This is Luv, and here’s your weekly Marketing Shot :)

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I love campaigns that make you say, “Only this brand could pull it off”.

That’s exactly what Burger King Brazil did last year with their “Bald Thru” campaign. It was bold, funny and in true BK style, a little cheeky.

Here’s the idea.

They noticed that a certain type of baldness- hair that recedes at the front, leaves a bald patch in the middle and grows out at the back looked exactly like a drive-thru lane.

Entry, order point, exit.

So, they rebranded this pattern of baldness as the “Bald Thru” 

And if you showed up at a BK drive-thru rocking this look (natural or artificial), you got a free Whopper.

What looked like a joke turned into a serious business move.

Within just five days:

• 500,000 bald people visited BK across Brazil

• Drive-thru traffic jumped 165%

• 22,000+ social media posts poured in

• The campaign became the most talked-about topic in Brazil

• Business performance rose by 16%

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That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv