Burger King
In partnership with TOEI Animation, Burger King brought the global anime phenomenon One Piece to Swiss fans with a one-of-a-kind, limited-time activation. To promote the Luffy Burger and Sanji Burger, along with exclusive merchandise, we worked with Switzerland’s most influential digital voices to create a pop-culture moment that blended fandom, food, and real-time content.
The goal: drive in-store traffic, increase product sales, and flood social feeds with hype.
3.8M
Reach
11.5K
engagements
+231%
overperformance
In partnership with TOEI Animation, Burger King brought the global anime phenomenon One Piece to Swiss fans with a one-of-a-kind, limited-time activation. To promote the Luffy Burger and Sanji Burger, along with exclusive merchandise, we worked with Switzerland’s most influential digital voices to create a pop-culture moment that blended fandom, food, and real-time content.
The goal: drive in-store traffic, increase product sales, and flood social feeds with hype.
3.8M
Reach
11.5K
engagements
+231%
overperformance
Challenge
Solution
Results
Burger King needed to ride the One Piece hype wave — but do it in a way that felt authentic, engaging, and worth showing up for. With limited-edition menu items and merch, timing was everything.
The campaign had to:
Create urgency to visit stores
Boost online visibility and word-of-mouth
Appeal to both anime fans and fast food lovers
And it had to do so in a saturated content landscape where gimmicks fade fast — unless they truly connect.
Challenge
Solution
Results
Burger King needed to ride the One Piece hype wave — but do it in a way that felt authentic, engaging, and worth showing up for. With limited-edition menu items and merch, timing was everything.
The campaign had to:
Create urgency to visit stores
Boost online visibility and word-of-mouth
Appeal to both anime fans and fast food lovers
And it had to do so in a saturated content landscape where gimmicks fade fast — unless they truly connect.
Challenge
Solution
Results
Burger King needed to ride the One Piece hype wave — but do it in a way that felt authentic, engaging, and worth showing up for. With limited-edition menu items and merch, timing was everything.
The campaign had to:
Create urgency to visit stores
Boost online visibility and word-of-mouth
Appeal to both anime fans and fast food lovers
And it had to do so in a saturated content landscape where gimmicks fade fast — unless they truly connect.
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Challenge
Burger King needed to ride the One Piece hype wave — but do it in a way that felt authentic, engaging, and worth showing up for. With limited-edition menu items and merch, timing was everything. The campaign had to:
Create urgency to visit stores
Boost online visibility and word-of-mouth
Appeal to both anime fans and fast food lovers
And it had to do so in a saturated content landscape where gimmicks fade fast — unless they truly connect.
Results
The campaign was a standout success, overdelivering in 3 out of 4 performance metrics:
3.8 million reach (best-performing asset: @kris8an)
11.5K engagements on a single post
0.02 CHF CPR and 0.65 CHF CPE – both top in class
+231% overperformance in total reach
+130% in overall engagement
-39% in cost-per-reach vs benchmark
67% audience match within 15–40 year olds
26% more stories published than contracted
Solution
We partnered with 5 top Swiss influencers (average following: 819K) to bring the One Piece collab to life — using fun, story-driven content formats like mukbangs, in-store adventures, and unboxing-style reveals.
Key activations included:
Showcasing the Luffy & Sanji Burgers
Revealing exclusive One Piece merch
Capturing emotional fan reactions and food experiences
Encouraging fans to visit Burger King stores
Top-performing creators like @kris8an and @alishquiche delivered dynamic content that merged the thrill of anime fandom with the joy of real-life discovery — creating FOMO across platforms.