On Halloween in 2016, Burger King decided to scare its guests by dressing up a restaurant in New York city as a McDonalds restaurant. To do this, we hung a giant ghostly sheet costume covering the entire Burger King restaurant. It was a comical effort to mimic a McDonald’s and its design elements, featuring the McDonalds logo, yellow eyebrows resembling the golden arches, and through the ghost’s eyeholes the Burger King logo was clearly visible, with the caveat “Booo! Don’t worry. We still flame grill our burgers. Happy Halloween.” The Whopper burgers were also in costume: we designed custom-made clamshell boxes resembling those of the Big Mac.
Burger King is the home of flame grilling. It’s what our guests love about us. So the scariest thing for a fan of Burger King is a fried burger off a flat top grill from the competition. We decided to poke a little fun at our biggest competitor (McDonald’s), while landing our key point of differentiation and entertaining our guests.
Halloween was the perfect occasion to pull-off this risky stunt. In the U.S., it’s one of the biggest and most iconic holidays with many people dressing up in costumes and trying to spook each other. One of the most famous Halloween costumes is the simple bed sheet, cut up with a couple of eye holes to make you look like a scary ghost. We took this iconic costume to a whole new level, by designing a unique prop to transform ourselves into our competition to scare our guests.