Brief
Skapto is a small burger chain in Sofia but also a progressive brand that is an avid supporter of the legal use of weed in Bulgaria — a conservative country with little tolerance for such ideas.
On 20.04.2019 in front of The Bulgarian Parliament, a protest formed. Hundreds gathered to support the decriminalization of marijuana. It is in Skapto’s nature to be liberal and support the freedom of choice.
Idea
Luckily, the site of the protests — The Parliament building — was just 5 minutes away from Skapto. Just enough time to get the munchies, when you’ve smoked some of the good stuff. We had to quietly, and legally, support a cause we believe in.
Execution
So, we created what we create best… a burger. When you get high you feel like you can eat the moon. That’s why our burger weighed over one kilogram.
We made a series of posts and distributed them only through Instagram and Facebook mobile formats, to avoid reaching the office people around. We were targeting the protestors specifically, with a call-to-action only they would understand: “In case of munchies at 4.20. Bong Appetite.”
Results:
Sold over 100 Kilo-burgers.
Reached over 2000 protestors and engaged 31.6% of them. Restaurant traffic increased by 50% which made the Kilo-Burger a hit for the rest of the month.
______________________________
creative director©writer: angel iskrev
client service director: sava ahmakov
graphic designer: radoslav panev
______________________________
If you enjoyed what you just saw, don’t be shy — follow us: Facebook, Twitter, Instagram & LinkedIn
