A collab that seemed like a lie, but brought real results. This may be one of the best definitions of the campaign carried out by Burger King in partnership with the Carmedwhich developed an exclusive lip moisturizer for the brand, with a “fire-grilled” aroma and which also gave a feeling of heat in the mouth when used.
The product was made available free of charge when purchasing some specific BK combos in the week of April 1st, while supplies lasted, in 37 participating restaurants throughout Brazil.
The brand was so bold that the combination created a wave of hype among consumers, generating queues at participating restaurants. On 02/04, the VP and CEO of Cimed Karla Felmanas and João Adibe, respectively, were at the Burger King restaurant, located at Avenida Rebouças, 2184, taking orders at the counter to promote the action.
In just three days, more than 24 thousand sandwiches from the special line related to the lip balm gift were sold. Participating stores achieved 27% growth in sales, a 12.6% increase in customer traffic and a 372% increase in orders for special line sandwiches, demonstrating the great success of the action.
After practically running out of product stock, only two stores in Salvador had Carmed BK.
“The impressive result of this collab shows the strength of scarcity marketing, which generated great commotion and movement among brand fans to go in search of products. We are proud to have participated in this successful collab, which was designed as another of our bold inventions in different segments, showing that a food brand can be versatile and generate conversations in a disruptive way. With this, we still generated a significant number of sales and more people in stores, which is excellent for both brands, as it also shows Carmed’s strength in this partnership”, explains Burger King’s Marketing Director, Mayra Dietzold.
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