Running 42 kilometres is thirsty work, but Burger King has come up with a clever way to help runners cool off afterwards by climbing inside a giant takeaway cup filled with ice-cold water.
The fast-food chain has brought a supersized recovery experience to the Dublin Marathon, inviting runners to ditch the usual post-race stretch and jump into enormous Burger King cup-shaped ice baths.
Developed with BBH Dublin, the activation transformed the brand’s familiar drinks packaging into oversized cold plunges, giving exhausted marathon finishers a rather unusual place to recover after crossing the line.
Under the tagline ‘A Whopper Of A Finish’, runners could take the plunge with a guest, courtesy of a complimentary 45-minute sauna and cold plunge session with Saunos Dublin.
And because no Burger King experience would be complete without something to eat, participants could also claim a free Whopper at participating restaurants.
The campaign extended beyond the ice baths, with outdoor and digital advertising along the marathon route delivering Burger King-inspired encouragement to runners. Messages such as ‘Eyes on the fries’ gave participants an extra incentive to keep moving towards the finish line.
The idea follows Burger King’s London Marathon activity earlier this year, building on its post-race food offer with a more hands-on experience designed to give runners something memorable to do once the kilometres were behind them.
Credits
Brand: Burger King
Chief Marketing Officer: Katie Evans
Brand Director: Suzi Hoy
Brand Manager: Hiral Shah
Advertising Agency: BBH Dublin
Chief Creative Officer: Felipe Serradourada Guimarães
Executive Creative Director: Marcos Gemal
Associate Creative Director: Lucas Oliveira
Creative Lead: Aubrey O’Connell
Strategist: Darius Pasalar
Business Lead: Amy Crowe
Account Director: Holly Tilson
Head of Experience: Susan Liu
Producer: Tash Allen
Production Manager: Lauren Daniels
Producer: Dan Moorey
Studio Manager: Toni Polain
Artworker: Nigel Pullman
