A Day Without Whopper
Burger King launched “A Day Without Whopper” to support McDonald’s McHappy Day, an annual fundraising initiative where proceeds from Big Mac sales go toward helping children with cancer. The goal was to show that even fierce competitors can unite for a greater cause. Burger King’s bold move: stop selling its most iconic product—the Whopper—for an entire day, and encourage customers to buy a Big Mac instead.
Campaign Overview
On November 10, 2017, Burger King Argentina removed the Whopper from menus across all 107 restaurants nationwide. Customers who tried to order one were politely redirected to “the place where they don’t flame-grill their burgers”—a cheeky reference to McDonald’s. Even the Burger King mascot was filmed walking into a McDonald’s and buying a Big Mac, drawing applause from surprised patrons.
The campaign was captured on video and shared across social media, turning a moment of corporate humility into a viral act of solidarity.
Problem
In a world of hyper-competitive branding, fast food giants rarely acknowledge each other—let alone promote one another. But Burger King recognized a deeper issue:
McHappy Day needed visibility and support to maximize its fundraising impact.
Burger King’s own brand image could benefit from showing empathy and social responsibility.
Consumers were growing skeptical of brands that only prioritize profit over purpose.
The challenge was to step aside without losing brand equity, and to do so in a way that felt genuine, not performative.
Execution
The campaign unfolded with precision and wit:
Nationwide Menu Change: Whoppers were removed from all Burger King outlets for one day.
In-Store Messaging: Staff explained the initiative and encouraged customers to support McHappy Day.
Video Activation: A short film documented real reactions from confused and then inspired customers.
Mascot Moment: The Burger King mascot buying a Big Mac became the campaign’s emotional and symbolic centerpiece.
Social Media Push: The video and hashtag #ADayWithoutWhopper spread rapidly, earning praise and sparking conversation.
Brand Impact
Burger King’s decision to sacrifice sales for a cause was seen as brave, generous, and culturally savvy. It:
Reinforced Burger King’s reputation for bold, unconventional marketing.
Elevated the brand’s emotional intelligence and social responsibility.
Created a halo effect that extended beyond Argentina, with global media coverage and consumer admiration.
Showed that purpose-driven marketing can coexist with humor and brand personality.
Results
The A Day Without a Whopper campaign made a bold statement, generating 206 million impressions, with 90% of them organic. On that day, Burger King intentionally sold zero Whoppers across 107 restaurants nationwide, while McDonald’s sold 73,437 more Big Macs than the previous year. The initiative helped deliver a record-breaking McHappy Day in Argentina, showcasing the power of collaboration for a good cause.
Lessons Learned
Selflessness can be strategic: Giving up the spotlight can earn more attention than hogging it.
Rivalry doesn’t preclude empathy: Even competitors can collaborate for good.
Symbolism matters: Removing the Whopper was a tangible, headline-worthy gesture.
Humor and heart go hand in hand: The campaign balanced cheeky tone with genuine purpose.
Purpose builds loyalty: Consumers reward brands that stand for something beyond sales.
