AlmapBBDO and Burger King have surprised fans with a 30% smaller version of is famous Whopper to equal the size of its competitor’s “big” burger.

A teaser commercial explains the difference – The Whopper doesn’t even fit in its competitor’s box – and prefaces the arrival of The Small Whopper.

In the stunt commercial, staff dramatically downsize the Whopper by 30% with a cutter, presenting the downsized version of its flagship product to customers. Their reactions, captured on video, reveal dissatisfaction and frustration with the smaller product.

The campaign video backtracks on the Small Whopper, highlighting that the quality of the flame-grilled original Whopper is its rightful claim to fame and announcing what the campaign has actually changed.

“The Small Whopper’ is a social experiment. It showed us that even when we try to be smaller to match the competition, our quality standards and consumer desire remain huge. It’s definitive proof that the size of our flame-grilled sandwich is a true differentiator,” stated Giulia Queiroz, marketing director at Burger King.

OOH executions were developed by Streetwise, while social media was handled by Jotacom.