BRIEF.

Burger King Peru wants to conduct a campaign based on celebrity endorsement, which will generate a lot of buzz among Peruvians. To differentiate ourselves from our competitors, we want to go beyond influencers and local celebrities and work with international celebrities. But this is Latin America we're talking about — a region where budgets aren't huge.

SOLUTION

To achieve our goal, we decided to use CAMEO, an app that allows you to ask different celebrities for personalized messages and then share them with your friends, all for an affordable price.

But since Cameo doesn't accept brands, we had to find a loophole.

How? Very simple.

We used the app to ask different celebrities to compliment the hamburger-grilling skills of a guy called GUBER TORRES.

These videos then went viral organically, and voilà! Guber became famous, appearing in different newspapers and news bulletins around the country.

A few days later, we used Burger King's social networks to reveal that GUBER's talent was thanks to his six years of experience working in our restaurants, cooking 100% beef patties exclusively on the grill.

We concluded the campaign by hosting a big event at one of our restaurants, inviting everyone to come and eat delicious hamburgers made by Guber and our other grillers.

CULTURAL CONTEXT

In Latin American markets, when a foreign celebrity mentions or highlights something or someone from your country, it has a huge social and media impact.