CHALLENGE
How can Burger King Belgium be part of the World Cup 2026

Burger King wants to tap into to the madness around the World Cup in a way that results into more store traffic.

INSIGHT
Why compete for a bierpakket if you can win something way better?

While countries are fighting for the title during the World Cup, friend groups, familoies and colleagues start their own competition. A World Cup Pool. But why would you compete for a bierpakket, if you can win something way better?

APPROACH
We're introducing the Whopper World Cup Pool

During the World Cup, the Burger King app becomes a match-prediction platform. Just buy an extra Whopper (at a self-service kiosk) to get a QR-code and enter the Whopper World Cup Pool.

Predict the outcomes of the World Cup matches and compete against all other participants. Track your score in the leaderboard and battle for the ultimate prize: all buy-in Whoppers.

Along the way correct predictions unlock discounts across the menu.

SOLUTION
More store traffic and invested (new) clients

The Whopper World Cup Pool drives people to store, since they can only participate by ordering extra Whopper at the self-service kiosk. In a fun way, Burger King engages both existing and new customers with its brand. Whilst they compete for the ultimate prize – all the Buy-In Whoppers – they also receive discount codes that encourage them to visit the restaurant again.