THE BITE

Burger King was in the middle of a reset, starting with listening to the people who actually eat there. President Tom Curtis even put his real phone number online and took 1,400 calls himself, helping shape the Whopper’s first glow-up in a decade.

Then the internet handed us a moment. A competitor’s CEO went viral for barely biting his own burger. Buried in our BTS footage, we had the perfect reply: Tom taking a huge, very real bite of a Whopper.

We posted it. The internet did the rest.
Thirteen seconds. Zero media spend. 3.3 billion impressions, four weeks as the #1 QSR in traffic growth, and BK’s third-biggest sales week ever.