Burger King: Home of the Wharmer
Compassion’s never tasted so good.
Burger King launches heartwarming initiative to help the homeless.
Background:
In the last decade, Burger King has created some of the industry’s most iconic ad campaigns, making headlines, achieving online fame, and, most importantly, enacting social change. I wanted to create a product that provides more than a meal for some of Burger King’s most underrepresented customers: the homeless.
The homeless community often posts themselves outside of fast-food restaurants like Burger King, hoping for a warm gesture from a kind stranger.
Client:
Burger King
Task:
Come up with a new product for Burger King and a headline-grabbing way to launch it.
Idea:
Introducing The Wharmer Meal. We’ll infuse Burger King’s polypropylene packaging with heavy-duty thermal insulation materials to make a meal designed to help the homeless in more ways than one. From burger wrappers that double as hand warmers to a bag that unravels into a thermal blanket, every touchpoint in the meal doubles as a heat source to keep the consumer and the meal warm when sleeping rough.
Customers buy a meal of their choice for themselves and one to donate to the homeless at a discounted price.
Impact:
Once again, Burger King sets a powerful example for brands to follow. The Wharmer Meal is more than a meal; it’s a tangible symbol of compassion and solidarity with the homeless community.
By addressing the needs of the homeless community, we warm hands, hearts, and make a positive impact on the lives of those in need while engaging customers in a meaningful way.