SÃO PAULO, BRAZIL – For decades, the internet has joked with the meme that “Acre does not exist.” But for Burger King, it seems that those who truly believe this joke are its competitors, who to this day have not opened a single location in the state. To prove that Acre not only exists but is also a territory of flame-grilled flavor, BK is launching today the campaign “Acre Does Exist.”
The initiative, created by AlmapBBDO, starts from a simple observation: nearly every Burger King has a competitor restaurant nearby — except in Acre. As the leading reference for flame-grilled taste in the region, the brand decided to take an unusual step and launch a public petition urging its competitor to finally establish a presence in the state.
“There is no superiority without comparison. We trust our product and the flame-grilled flavor we have stood for over the years. But deciding what is better is not up to the brand — it’s up to the consumer. If this comparison does not yet exist in Acre, making it possible is the most honest way to stand by what we believe,” Giulia Queiroz, Marketing Director at Burger King said.
About Acre and the “Acre does not exist” meme
Acre is a real state located in the westernmost part of Brazil, in the Amazon region, bordering Peru and Bolivia. Despite its size and cultural richness, it is geographically distant from the country’s main economic centers, which has contributed to a long-running internet joke claiming that “Acre does not exist.” The meme humorously suggests that the state is so remote that it feels imaginary or disconnected from the rest of Brazil. Over time, this playful narrative became widely popular online, often used in a tongue-in-cheek way rather than as a literal belief.
In the campaign film, a restaurant attendant opens by confronting the internet joke with the reality of the state. As images of burgers being flame-grilled stimulate the appetite, the narrative evolves into a direct provocation:
“This is Acre. The state the internet made up doesn’t exist. And this is the Whopper, a burger with no comparison. Especially if you’re here… after all, it seems the competition believed the joke and that’s why they’ve never opened a restaurant in the state,” said the attendant in the video.
The script highlights that the people of Acre deserve to know “the truth” and that the only way to be sure the Whopper is bigger and better is by having a benchmark for comparison right next door. To make that happen, BK does the unthinkable: it creates a campaign encouraging competitors to finally set up shop in Acre.
For competitors, Acre still doesn’t exist
And it doesn’t stop there. BK is also taking over the streets and physical spaces of Rio Branco with a series of activations:
- OOH at the border: Out-of-home panels were installed near the “Welcome to the State of Acre” sign with the message: “In Acre, only Whopper exists, because for the competition, Acre still doesn’t exist.”
- “Welcome” hoardings: At Via Verde Shopping, where BK already operates, the brand sponsored hoardings in empty retail spaces inviting its rival to occupy them, with the message: “The Whopper has no comparison — but only by comparing can you know.”
OOH and in-store materials were developed by Streetwise, while social media content is handled by Jotacom.
The petition can be signed at vemproacre.com.br. Any personal data provided will be processed in accordance with Brazil’s General Data Protection Law (Law No. 13,709/18), exclusively for purposes related to this promotional initiative. Signatures are symbolic and illustrative and do not imply any obligation to implement concrete actions at the end of the campaign. Valid entries from March 9, 2026, to March 13, 2026.
CREDITS
Agency: AlmapBBDO
Client: Burger King – Zamp S.A.
Title: Acre Does Exist
Product: Burger King
President & CEO: Filipe Bartholomeu
CCO: Pernil
Creative VPs: Fernando Duarte, Henrique Del Lama
Creative Directors: Mozar Gudin, Thiago Bocatto
Creative Team: Ana Flávia Moraes, Giovanna Guisard
COO: Rafaela Alves
Account Team: Renata Carvalho, Barbara Gava, Vanessa Bortolosso, Shedia Marzouk, Henrique Arzon, Enzo Meneghel
CSO: João Gabriel Fernandes
Planning: Giovanni Pavan, Gabriela Hahn, Matheus Guidelli
Audiovisual Production: Diego Villas Bôas, Victor Alloza, Ana Borges
Head of Creative Technology: Lilian Cavallini
Project Manager: Luan Henriques
Media: Francisco Custódio, Paulo Borba, Lucas Gilardino, Yara Siqueira, Ana Felix, Lucas Oliveira
PR: Loures, Almap, Giusti
PRODUCTION
Film Production Company: Yow Filmes
Filmmaker/DOP: Murilo Ruocco
AD/Editor: João Scolaro
Local Producer: Daniel Cruz
Sound Production: Cabaret
Music Production: Bruno Guanabara
Executive Producer: Guile Oliveira
Composers: André Henrique, Guilherme Azem
Mixing: Gab Scatolin
Post-Production: Bruno Guanabara, Vítor Sugawara, Mauro Kuschnir, Rafael Laurenti
Account Team: Ingrid Lopes, Fernanda Crespo, Bárbara Russiano
Coordination: Chandra Lima, Mavi Capelasso, Leonardo Vieira, Débora Mello
Website Production: UMSTUDIO
Client Approval (Zamp): Pedro Barbosa, Giulia Queiroz, Pedro Laguárdia, Aymê Alves, Julia Moraes, Ana Clara Pereira
