Burger King: Vote Your Way
In the middle of one of the most polarized presidential campaigns in Costa Rica's history, Burger King took a different stance: unite, don't divide.
The brand turned its platform into a space to champion democracy, participation and dialogue — inviting the presidential candidates to share "A lunch for peace and democracy" and giving Costa Ricans a reason to show up at the polls with free Whoppers for voters.
Driving voter turnout in the middle of a deeply polarized election.
Costa Rica was facing a presidential race shaped by misinformation, hostility, heated arguments and intense social division.
Tensions ran so high that projected abstention exceeded 40%. Burger King needed to connect with people in a relevant, authentic way — championing democratic participation without taking a political side.
A brand that became a symbol of national dialogue and turnout.
The initiative brought all five presidential candidates into the same room, generated more than 64,000 interactions, reached over 1 million people and delivered more than US$500K in earned media.
The conversation became the #1 trending topic on Facebook and Twitter, while thousands of Costa Ricans joined the free-Whopper-for-voters activation on election day.
Burger King turned political tension into an invitation to participate.
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Premios & Reconocimientos de este proyecto
Effie Costa Rica
Grand Effie
Effie Costa Rica
Gold
