On Sunday, October 25, Chile will be involved in a historic process, a referendum to decide whether the country will change its constitution, which was written during the dictatorship of Augusto Pinochet back in the ‘80s.
Because the referendum involves the movements of a vast number of people during the pandemic, the government has tightened the voting procedure to prevent contagion. One of the new rules is that each voter must carry their own personal blue pen, which they can’t share with anyone.
The referendum matters, so Burger King has partnered with Uber Eats to create and release a meal combo that will exist only during Saturday, October 24. The Referendum Whopper will include a free blue pen for Chileans to express themselves, their way, at the polls.
“As a brand, we are always inviting our consumers to live by the Your way! philosophy, so in a historical moment for our country and when people need to express themselves more than ever, we believe there’s no better thing to give them the necessary tools to vote in a safe way during the pandemic and invite them to express the way they want,” stated Soledad Fantuzzi, Burger King Chile marketing manager.
With the first reactions of the campaign on social media and thousands of blue pens distributed in more than 50 different restaurants across the country, both brands are expecting a big number of orders in the Uber Eats app through the weekend to get a Referendum Whopper.
Agency: Wolf BCPP Chile
Chief Creative Officer: Gonzalo Baeza
Creative Directors: Jaime Cornejo & Nicolás Pérez
Art Director: Cristián Mugarra
Account Director: Dolores Pera
Account Executives: Paulina Vera & Valentina Quiroz