Drinks cups large enough to fit a person were the most unusual part of the support Burger King prepared for Dublin Marathon participants. Filled with cold water, they served as post-race plunge tubs, while the familiar packaging took on a function around which agency BBH Dublin built the physical part of the campaign A Whopper of a Finish.
The choice of object gave the activation a recognisable look without the need for further explanation. Runners could step into an oversized version of the cup they usually carry out of a restaurant, while the idea of refreshment took on a very literal meaning. In partnership with Saunos Dublin, the brand offered participants and their guests complimentary 45-minute sauna and cold plunge sessions.
Communication along the route led up to that post-finish scene. BBH Dublin took the language of encouragement banners, an important part of the marathon atmosphere, and adapted it to Burger King’s menu. The message “Eyes on the fries” directed attention towards fries as a reward for completing the race. OOH and digital out-of-home ads were placed along the route, addressing runners during the very effort they referred to.
Runners who completed the marathon could claim a free Whopper at selected restaurants on 25 October by presenting their medal. The following day, selected locations offered a second burger free with the purchase of the first. The sauna and cold plunge activation took place on race day, with limited availability and advance booking required.
For Katie Evans, Chief Marketing Officer at Burger King, the intention was to support runners with the brand’s humour and connect finishing the marathon with the meal awaiting them beyond the finish line.
The most creatively interesting move remains the change in the scale of the packaging: the cup’s shape became a space for participation in the campaign, sufficiently tied to the brand for the idea to be recognisable in a photograph. Alongside the route-side messages and restaurant offer, Burger King connected several different moments of marathon day. The brand organised the activity independently, without being an official sponsor or partner of the Dublin Marathon.
