Spanish users of the social media platform were able to create "Insta Whoppers," receiving a coupon with which to purchase a real burger in their direct messages

Burger King Spain recently decided to take on a different advertising approach. Instead of offering coupons the traditional way, the fast-food franchise made use of Instagram to reach consumers. Fully aware that Instagram users tend to spend a lot of their time on their stories,  Burger King decided to target consumers by letting them build their own Whopper on the social media platform.

In partnership with agency LOLA MullenLowe, the Burger King set up nine stories each featuring ingredients found in a traditional Whopper. Each story included a poll that let users pick the toppings of their choice. Once the polls were done, participants received a unique coupon that slid into their Direct Messages feature on Instagram. Consumers then were able to redeem their free, customized “Insta Whopper” at any Spanish Burger King branch.

This allowed Burger King to not only collect stats on what consumers prefer, but also take their ‘Have It Your Way’ slogan to another level, all while marking a creative utilization of social media for advertising within the food industry.

Burger King

LOLA MullenLowe


Lead image: Burger King Spain via Facebook

Burger King Spain recently decided to take on a different advertising approach. Instead of offering coupons the traditional way, the fast-food franchise made use of Instagram to reach consumers. Fully aware that Instagram users tend to spend a lot of their time on their stories,  Burger King decided to target consumers by letting them build their own Whopper on the social media platform.

In partnership with agency LOLA MullenLowe, the Burger King set up nine stories each featuring ingredients found in a traditional Whopper. Each story included a poll that let users pick the toppings of their choice. Once the polls were done, participants received a unique coupon that slid into their Direct Messages feature on Instagram. Consumers then were able to redeem their free, customized “Insta Whopper” at any Spanish Burger King branch.