You’ve just run the London Marathon, what do you crave? More and more, it’s a burger according to the growing UK trend of posting your post-marathon meal in social media.

BBH has picked up on this piece of culture and given it to Burger King to own as London runners prepare for the London Marathon on April 26. The campaign, Burger King UK Whopper of a Finish, is a series of images by British culture documentary photographer, Sophie Green, of marathon finishers tucking into a Whopper. Each poster includes the word, “Finished”, and a time stamp showing how long it took to eat the burger, echoing official marathon results.

The posters are being spread across hundreds of OOH sites that runners and commuters will be passing, to encourage them to claim their post-race Whopper, supported by social and print ads. On Sunday April 26 all race finishers with a medal can claim their free Whopper from The Burger King UK Strand or Leicester Square restaurants. (Designated Burger King UK pacemakers after the race will guiding runners to “Mile 27” at Burger King Leicester Square.) They may also buy-one-get-one-free from any other Central London Burger King UK restaurant excluding train station and airports.

The campaign adds to Burger King UK’s Foodfillment brand platform, that positions the Whopper as the ultimate food satisfaction, and follows Bundles of Joy, that tapped into the cultural phenomenon of new mothers turning to Burger King UK for their first meal after giving birth.

Credits:
Client: Burger King UK
CMO: Katie Evans
Head of Brand + Comms: Suzi Hoy
Senior Brand Manager: Matthew Moran

Creative Agency: BBH London
CCO: Alex Grieve
Executive Creative Director: Felipe Guimaraes
Deputy Executive Creative Director: Charlene Chandrasekaran
Associate Creative Directors: Holly Fallows & Charlotte Watmough
Design Director & Creative: Miguel Sousa
Artworker: Jon Ralphs
Deputy Chief Strategy Officer: Saskia Jones
Strategist: Arabella Saunders
Client Managing Director: James Rice
Senior Account Director: Louis Haskell
Account Manager: Charlie Morgan
Account Manager: Seth Guy-Knapp
Print Producer: Dan Moorey

Photographer: Sophie Green

Production Company: Twin Productions
Media Agency: Walk-In-Media
PR Agency: The Academy
Social Agency: Coolr