Restaurant: Burger King
Whopper By You puts the fans in the spotlight.
The Stakes
In 2024, the Million Dollar Whopper Contest invited fans to top the Whopper their way, resulting in over 3 million submissions. Guests proved they wanted a say in the menu and were willing to pay for premium builds they helped inspire. The challenge for Burger King was keeping that momentum alive and making “You Rule” an ongoing reality.
The Friction
Millennials and Gen Z crave authenticity and collaboration, not celebrity endorsements. Most brands turn to influencers, leaving real people out of the story. To deliver on its promise of “You Rule,” Burger King needed to make guests the heroes, not the audience.
The Shift
Burger King launched “Whopper By You,” a platform that flipped the idea of a celebrity collab, putting fans in the spotlight instead. Real guest creations like the Barbecue Brisket Whopper and Crispy Onion Whopper were showcased through cinematic, paparazzi-style visuals that made everyday people feel like stars.
The Lift
“Whopper By You” drove category-beating traffic. More than 450,000 new Whopper ideas poured in, proving that listening to fans fuels loyalty, sales, and the future of the menu.
Results
- 450K Submissions.
