Burger King puts marathon runners on ice. In giant drinks cups.
After 42.2 kilometres, you’ve earned a supersized drink. Burger King took that rather literally at the Dublin Marathon, inviting finishers to climb into giant takeaway cups filled with cold water.
Developed with BBH Dublin, “A Whopper of a Finish” turned the post-race cold plunge into a proper photo opportunity. Oversized branding. Shivering runners. Cameras out.
Together with Saunos Dublin, the brand offered runners and a guest a free 45-minute sauna and cold plunge experience. Finishers could also pick up a free Whopper at participating restaurants. Recovery, flame-grilled.
Along the route, outdoor and digital ads served up encouragement with a Burger King twist. “Eyes on the fries” gave runners something other than aching legs to think about.
The activation builds on Burger King’s London Marathon campaign, adding a physical experience to its post-race food offer.
A familiar recovery ritual, served in unmistakable packaging. That’s how you turn a branded ice bath into a campaign image.
Credits
Brand: Burger King
Creative agency: BBH Dublin
Experience partner: Saunos Dublin
Chief Marketing Officer, Burger King: Katie Evans
Executive Creative Director, BBH Dublin: Marcos Gemal
