The 2010 Jay Chiat Awards for Strategic Excellence Winners

Brand Experience—Silver
Ogilvy & Mather, Brazil
"WHOPPER FACE"

Burger King sandwiches are made to order your way.

And this is great because it is a very important attribute in the fast food category. But is also something that is hard to believe!

Consumers have been taught for years that if it is fast it can't be fresh. To change
this belief we needed more than just advertising or positioning. We needed to make
them see with their own eyes that at Burger King, food is made to order YOUR way!

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