Burger King and the “Buy the Vote” Game: A History of Provocative Election Promotion

Burger King has always attracted attention with its bold and provocative campaigns, especially during election periods. In 2024, the fast food chain once again launched a promotion that touches on the political imagination: upon obtaining proof of voting, a customer can choose between two products, French fries or onion rings, in a provocative metaphor for “vote buying.” Although the campaign has a humorous nature, it once again raises debate about social responsibility and the limits of advertising in political contexts. But this isn’t the first time Burger King has participated in voting-related promotions. Let’s explore the campaigns in this network and understand the impact of each.

1. “Proof of Vote” – 2024

In the latest campaign, instead of offering discounts, Burger King provocatively promised to “buy” its customers’ votes. The procedure is simple: everyone who presents proof of voting gets the chance to choose between two types of products for free – French fries or onion rings. This provocation is directly similar to the vote-buying practices that have unfortunately become a reality in some elections around the world. The proposal aims to encourage the public to interact with the topic and encourage voting. With this, the brand states that it aims to “encourage people to vote” and “reduce the abstention rate.” According to the Tokyo Stock Exchange, the percentage of abstention from voting in the 2022 elections reached 20% (more than 30 million people), which is the highest percentage since 1998.

YouTube Promo 2024:

2. “Election time interruption” – 2024

In 2024, in addition to the Proof of Voting promotion, Burger King launched another campaign simulating free election hours on television. Actors play candidates from fictional parties announcing their “proposals” on topics such as traffic, security, the economy and the environment. But the “candidates” are interrupted by advertisements for the chain’s products, which appear at strategic moments, linking political speeches to the Whopper sandwich. This series of nine 15-second commercials ran until the end of free election hours on October 3.

Website containing campaign videos:

https://www.facebook.com/share/r/ukwSPxdR776ZWKq1/?mibextid=UalRPS

3. “Whopper in White” – 2018

In 2018, Burger King launched the “Whopper in White” campaign, criticizing invalid or empty votes in the election. In this promotion, customers who announced they would vote on a blank sheet of paper received an unfinished Whopper – just with onions and mayonnaise. The campaign used a clear metaphor: whoever votes nil or no, ends up receiving something lesser for not actively participating in the electoral process. This action generated significant repercussions and was widely discussed on social media, emerging as a creative and engaging campaign.

Promotional YouTube link for 2018:

4. “Democratic Voucher” – 2020

In 2020, during the municipal elections, Burger King launched the “Democracy Voucher” campaign, aiming to reduce the environmental impact caused by the disposal of “cards” – candidate flyers that flood the streets during election times. This action allowed customers to redeem these posts for discounts on select offers on the day of the first round, November 15. The initiative sought to raise awareness about pollution caused by “saints” and, at the same time, encourage informed voting.

In addition to promoting social and environmental responsibility, the campaign engaged the public by allowing the offerings to be selected through a popular vote, with Burger King fans in Brazil electing “clean caucuses.” The voting results were announced the day before the first round, and offers were made available on the website: Coupons.burgerking.com.br.

According to Thais Souza Nicolau, Brand Director at Burger King in Brazil, this action reflects the brand’s commitment to social and environmental responsibility, in addition to reinforcing the importance of voting and democracy.

Campaign website:

https://www.facebook.com/share/r/em9qeHeig8bVt7xP/?mibextid=UalRPS

5. “Conscious Voting” – 2022

In 2022, Burger King decided to focus on raising electoral awareness among young people, encouraging them to obtain a voter registration card and participate in the elections. The campaign highlighted the importance of voting on the ground, and linked the popularity of voting on reality shows to the importance of voting in elections. The campaign message was clear: “Get your voter registration card by May 4th and choose the future your way,” highlighting the civic responsibility of young people.

YouTube Promo 2022:

Over the years, Burger King has stood out for its ability to turn important moments in the political landscape into creative and engaging marketing campaigns. By combining humour, social criticism and serious topics like voting, the brand has managed to capture the audience’s attention and spark relevant discussions. Although they receive some criticism for dealing with important topics in a relaxed manner, these campaigns are recognized for their success in increasing brand visibility and engaging audiences, especially youth.

Burger King’s ability to use metaphors to raise voters’ consciousness (as in the case of the “Whopper in White”) or address the environmental issue with street dirt caused by saints (as in the 2020 campaign) has proven to be an effective strategy. In addition to being entertaining, these campaigns generate conversations and reflections, ensuring that Burger King remains relevant both in the electoral scenario and in the minds of consumers.

These provocative campaigns show that Burger King has a unique ability to make an impact without losing its bold identity. The balance of humor and social criticism turns these actions into marketing success stories, demonstrating that it is possible to address important topics in a creative and engaging way.