Burger King® surprises consumers with “Small Whopper®” in new campaign

Brand reduces the size of its sandwich to match that of its main competitor

In a new campaign created by AlmapBBDO, Burger King® introduces a version of its classic sandwich that is 30% smaller: the Whopper®, now in a “Small Whopper®” size. The initiative highlights the format by comparing it to competitors’ “Big” sandwiches.

In the film, the brand presents the downsized version of its flagship product while emphasizing its key differentiators, such as fresh ingredients and flame-grilled beef. The piece reinforces that BK®’s sandwich truly satisfies hunger, while the competitor’s doesn’t even satisfy a craving. That’s why, in order to match it, the brand decided to reduce its own product.

Following that, customers were invited to try the “Small Whopper®,” showcasing a 30% reduction in the sandwich’s diameter to match the competitor’s size. Their reactions, captured on video, reveal dissatisfaction and frustration with the product.

Watch the consumers reactions:

“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,” says Giulia Queiroz, Marketing Director at Burger King®.

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

Source: AlmapBBDO

  Advertising, AlmapBBDO, BBDO, Burger King, Campaign, Marketing