In a new campaign created by AlmapBBDO, Burger King introduces a version of its classic sandwich that is 30% smaller: the Whopper, now in a “Small Whopper” size. The initiative highlights the format by comparing it to competitors’ “Big” sandwiches.
In the film, the brand presents the downsized version of its flagship product while emphasizing its key differentiators, such as fresh ingredients and flame-grilled beef. The piece reinforces that BK®’s sandwich truly satisfies hunger, while the competitor’s doesn’t even satisfy a craving. That’s why, in order to match it, the brand decided to reduce its own product.
Following that, customers were invited to try the “Small Whopper,” showcasing a 30% reduction in the sandwich’s diameter to match the competitor’s size. Their reactions, captured on video, reveal dissatisfaction and frustration with the product.
“The ‘Small Whopper’ is a social experiment; it showed us that even when we try to be smaller to match the competition, our quality standards and consumer desire remain huge. It’s definitive proof that the size of our flame-grilled sandwich is a true differentiator,” said Giulia Queiroz, Marketing Director at Burger King.
OOH executions were developed by Streetwise, while social media was handled by Jotacom.
CREDITS
Agency: AlmapBBDO
Client: Burger King – Zamp S.A.
Title: Small Whopper
Product: Burger King
President & CEO: Filipe Bartholomeu
CCO: Pernil
Executive Creative Directors: Fernando Duarte and Henrique Del Lama
Creative Directors: Mozar Gudin and Thiago Bocatto
Creatives: Alexandre Freire, Caique Guadanucci and Fernando Saú
COO: Rafaela Alves
Account Team: Renata Carvalho, Barbara Gava, Vanessa Bortolosso, Gabriel Redigolo, Shedia Marzouk, Henrique Arzon and Enzo Meneghel
CSO: João Gabriel Fernandes
Planning: Giovanni Pavan, Gabriela Hahn and Matheus Guidelli
Audiovisual Production: Diego Villas Bôas, Victor Alloza and Ana Borges
Media: Francisco Custódio, Paulo Borba, Lucas Gilardino, Yara Siqueira, Ana Felix, Lucas Oliveira and Gabriele Melo
Production Company: Compañia
Director: Leonardo Bamboo
Director of Photography: Ted Abel
Assistant Director: Vitor Moreno
Executive Producers: Maria João Calheiros / Marquinhos Monteiro
Head of Production: Lourenço Almeida
Production Coordination: Giba Rodrigues
Production Assistant: Maianna Silva
Food Production: Paula Rainho and team
Special Effects: Daniel Dias
Makeup: Dani Guidon
Casting: Lourenço Almeida
Post-Production / VFX: Compañia team
Editor: Serginho Diniz
Color Grading: Eduardo Coelho (Dudu)
Finishing: Compañia team
Motion Graphics: Murilo Plenas
Sound Production Company: Cabaret
Music Production: Bruno Guanabara
Executive Producer: Guile Oliveira
Final Mix: Bruno Guanabara and Lucas Comparato
Account Team: Ingrid Lopes, Fernanda Crespo and Barbara Russiano
Coordination: Chandra Lima, Mavi Capelasso, Leonardo Vieira and Débora Mello
Voice Over: Rafael Laurenti
Client Approval (Zamp): Pedro Barbosa, Giulia Queiroz, Pedro Laguárdia, Aymê Alves, Ana Clara Pereira
