BK Taste Lawyers: A New Flame-Grilled Contender Arrives

The star of the campaign is the BK® Taste, a flame-grilled burger available in 1, 2, or 3 patty versions and served with a new smoky Taste Sauce. It launched nationwide across Brazil, offering something familiar yet distinctly “BK”—affordable, customizable, and packed with grilled flavor.
But the way Burger King chose to introduce this item is what earned the spotlight.

A Campaign Rooted in a Rivalry

The fast-food world has long been known for its iconic rivalries, and this campaign leans right into that history.
Over the years, many consumers have pointed out similarities between BK’s new release and a competitor’s well-known burger. But what most people don’t know is that the competitor’s burger was originally created to mimic the Whopper. Back in the early 2000s, the Whopper’s popularity pushed other chains to engineer their own “big, smoky, grilled-style” sandwiches to keep up.

So Burger King flips the narrative:
If a competitor copied the Whopper, then BK copying that copy would technically mean they’re just… copying themselves.
Except they aren’t.

Because the BK® Taste isn’t a duplicate—it’s an evolution. Flame-grilled, customizable, and more affordable, it reflects BK’s essence more than any comparison suggests.

Calling All Lawyers: A Playful Legal Review

To spotlight the originality of their new creation, Burger King and AlmapBBDO introduced a brilliantly unexpected idea:
Invite lawyers to professionally evaluate the BK® Taste.

How It Worked
At participating BK® Drive locations across Brazil, any lawyer who presented their official Brazilian Bar Association ID received a free BK® Taste 1.0. The intention? Get impartial, expert “legal opinions” on whether the new burger could truly be considered a copy.
This tongue-in-cheek approach blends humor with social commentary, creating a campaign that feels fresh, relevant, and highly shareable—especially in a country known for strong online engagement.

Why This Campaign Works

This activation delivers on multiple levels, making it a strong example for marketers and creatives alike.

1. Taps Into Cultural Conversation
   People already speculate about similarities between fast-food burgers. BK uses that chatter as fuel—turning a potential criticism into a marketing advantage.
2. Leverages Humor Without Being Aggressive
   Instead of calling out competitors directly, BK uses lawyers as neutral “experts.” The legal twist softens the rivalry with wit and intelligence.
3. Reinforces Brand Identity
   Flame-grilled flavor, straightforward communication, and a bit of irreverence—everything about the BK® Taste aligns with the brand’s long-standing personality.
4. Creates Real-World Engagement
   Offering free burgers to a specific professional group is unusual enough to drive attention and word-of-mouth, both online and offline.

Key Takeaways for Marketers & Creatives

The BK Taste Lawyers campaign demonstrates several practical lessons:

• Use brand heritage strategically – BK turned a decades-old rivalry into a timely, relevant story.
• Lean into humor with intention – Comedy can elevate a campaign when it aligns with brand voice.
• Make activations participatory – Involving lawyers directly transformed the idea from a simple promotion into a cultural moment.
• Turn conversations into opportunities – When people talk—whether positively or negatively—brands can redirect that momentum in clever ways.

Conclusion: A Smart, Flavorful Start to 2025

With the BK Taste Lawyers campaign, Burger King and AlmapBBDO once again prove their mastery of witty, bold advertising. By merging food culture, humor, and a dash of legal flair, they created a campaign that not only highlights the BK® Taste but also strengthens Burger King’s place in Brazil’s competitive fast-food landscape.
It’s a reminder that great advertising doesn’t always need to lean on grandiose storytelling—sometimes, all it takes is a clever twist, a bit of courage, and a perfectly grilled burger.

If the rest of 2025 continues with this level of creativity, fans of smart marketing (and flame-grilled burgers) are in for a good year.

This campaign is about:
Burger King Brazil, BK Taste Lawyers, BK Taste Campaign, Creative Advertising Campaigns, AlmapBBDO Brazil, Fast Food Marketing, Burger King New Launch, Flame Grilled Burger, Marketing Campaign 2025, Advertising Case Study, Brand Rivalry Marketing, Creative Marketing Ideas.

As the holiday season approaches, Burger King Brazil, in collaboration with the creative minds at DM9 agency, is rolling out an innovative campaign ‘Hangover Whopper’ to cater to those who may have indulged a bit too much in the festivities. Say goodbye to post-celebration blues and hello to exclusive discounts on Burger King’s iconic sandwiches—Whopper Jr. Double, Whopper, and Whopper Double—with a unique twist: your hangover face determines the discount! In this article, we’ll delve into how Burger King is using facial recognition technology to bring a playful solution to combat hangovers during this joyous time.

Unlocking Hangover Discounts with Facial Recognition:
Picture this: You wake up after a night of celebration, feeling the effects of a memorable time. Instead of reaching for a typical hangover remedy, Burger King Brazil offers a more exciting solution through its app. Users are directed to the dedicated website, https://hangoverwhopper.com.br, where they can unlock exclusive discounts based on their hangover face.

How It Works:

Access the BK App or Website:
Open the Burger King app and click on the banner available on the home screen or visit https://hangoverwhopper.com.br directly.

Take a Selfie:
Capture your post-celebration state with a selfie. The website then playfully assesses your hangover level on a scale from one to three.

Unlock Your Hangover Discount:
The higher your hangover level, the greater the recommended combo and discount offered. It’s a fun and personalized way to enjoy your favorite Burger King sandwiches while recovering from the festivities.

Perfect for Every Celebration:
Whether it’s the company’s end-of-year gathering, birthday parties, weddings, or casual happy hours, Burger King’s hangover-friendly campaign is tailored for those who’ve celebrated a bit too exuberantly. The remedy is now in the palm of your hand, easily accessible through the BK app or website.

Conclusion:
This holiday season, Burger King Brazil invites you to turn your post-celebration woes into an exciting opportunity for exclusive discounts. By incorporating facial recognition technology into their innovative campaign, the fast-food giant is not only catering to the cravings of their customers but also adding a playful twist to the holiday hangover experience. So, next time you find yourself in need of a hangover cure, let Burger King be your go-to solution, bringing joy and delicious discounts to your post-celebration recovery!

Credits
Advertiser: Burger King
Agency: DM9
Title: Hangover Whopper
Ícaro Doria – CCO
Thomas Tagliaferro – COO
Pipo Calazans – CEO
Laura Esteves – Vice President of Creative
Nina Lucato – Executive Creative Director/Art Director
Creation: Bruno Anibal, Caio Zucchi, Diego Reis, Pedro Rosadas, Caique Llaguno, Gustavo Henrique, Fernando Fregate, Thiago Mussa.
Content: Jader Crivellaro, Jussara Coutinho, Vitória Merola.
Service: Michel Issa, Lonquem Lucio Alves, Danielle Florido Aragon.
Media: Renata Valio.
Production: Anna Ferraz, Isabela Ximenes.
Editor: Felipe Jardim and Leonardo Bahia
Approval: Juliana Cury, Juliana Gonçalves Monteiro, Pedro Henrique Laguardia.
Producer: Bizsys technology and special projects producer;
Operations Director: Rodrigo Cassino;
Development: Renato Caetano, Fabrizio Martins, Lucas dos Anjos;
IT/GP: Jonatham Antonio

This campaign is about:
Hangover Whopper, Hangover discounts, Burger King Brazil, Facial recognition technology, Holiday season promotions, Whopper Jr. Double, Whopper, Whopper Double, BK app, Post-celebration remedy, DM9 agency, Festive campaigns, Hangover recovery, Personalized discounts, Burger King, Playful hangover solution, End-of-year celebrations, Holiday festivities, Selfie assessment