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The Burger King campaign most people couldn’t even see
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Hello, awesome marketers and founders.
This is Luv, and here’s your weekly Marketing Shot :)
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Have you ever seen an ad that wasn’t made for you to see?
I hadn’t until I came across what Burger King Peru did for World Colour Blindness Day.
Back in September 2024, Burger King Peru rolled out a campaign that, at first glance, looked... off.
Billboards. Social posts. Digital screens. All designed in a way that made them nearly impossible to read for the average person.
But for the 1 in 12 men and 1 in 200 women globally who live with some form of colour blindness these ads popped. Clear as day.
And more than that, they revealed exclusive discounts.
Burger King had just launched a promo that only people with colour vision deficiency could actually see.
Under their familiar slogan, “Have it your way”, this campaign became less about burgers and more about belonging.
Source: DesignTaxi
Why confuse the majority?
That’s what some people asked.
But Burger King Peru leaned into a very specific insight those with colour blindness are more sensitive to contrast than colour itself. So they took the unusual approach.
What’s visible for most people? They masked.
What’s visible to those with CVD? They amplified.
The result was a campaign that didn’t just grab attention, it sparked conversation. And more importantly, it made a segment of their audience feel seen in a world that often overlooks them.
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That's a wrap for today! Stay tuned for the next edition.
Thanks,
Luv