Do you hate going to a movie only to be told, after spending who knows what to see the film, that you can't bring your own food? It's a problem worldwide, including Peru. And that's where Burger King and its ad agency pulled off a brilliant stunt.

Burger King isn't the first name in clever promotion among burger slingers. Some of its attempts have seemed downright dumb.

But, you've got to give credit where it's due. According to a video from McCann Worldgroup Latam (H/T, AdAge), it took a new law in Peru for consumers to legally bring their own food to a movie theater.

Theaters often depend on concession sales to make their profits, as the bulk of the ticket sales go to the studios that own and rent out the films. As a result, food and drink prices are high and plenty of people hate paying the inflated costs a captive audience faces.

Peru passed a law to change things at the movies. Starting March 17, 2018, people could bring their own food with them. Just one catch: It had to be "similar" to what the theaters sold.

Which makes no sense at all. It doesn't give consumers the full freedom they want and doesn't protect the theaters. Crazy.

Not good for Burger King, which has many locations in food courts at shopping complexes where you'd find movie theaters. Under the law, there was no chance of slipping some burgers or fries in to see Star Wars CCCLXXVIII.

So Burger King and McCann responded by also being crazy -- like a fox.

New packaging called "King Pop Corn" looked like a traditional box of the treat. There was popcorn at the top. But it sat in a shallow tray that you could pull out, revealing a Whopper and fries.

Call it fast food hacking.

Or call it successful. First, people were talking about the stunt on social media. It became a trending topic. News media began to pick up the story.

Theaters reacted as you might think, by banning the product. But, by then, Burger King had picked up plenty of brand mentions ... and sales jumped by 40 percent.

That was one slick promotion.

Published on: Apr 23, 2018
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