Burger King Brazil wants to buy your vote in this election

Although voting is compulsory in Brazil, the abstention rate reached a record high of 31 million non-voters in the 2022 elections – the last elections in the country. Burger King Brazil understood the importance of every vote and recognized its role in society. Therefore, it launched a campaign launched by DAVID São Paulo with the aim of encouraging the public to vote. How? Following the election, which took place on Sunday, October 6th, anyone who presented proof of voting at the counter of BK restaurants on Monday, October 7th could choose between a free order of fries or onion rings. The voting receipt was not retained at the time of redemption.

To promote this initiative and highlight the importance of voting, a special film prepared by the brand was broadcast from October 2nd to 7th. This spot was broadcast during prime time on Brazil’s major public television channels.

Additionally, the campaign included out-of-home (OOH) advertising in many cities and in-store activations (around 700 stores nationwide).

That’s why on yesterday’s trading day, thousands of people showed up in stores all day long to prove that they had done their duty and enjoyed one of the delicacies sold by BK.

In Brazil, elections are considered state-of-the-art and completely digital. The use of an electronic voting system is considered one of the most advanced in the world. Voters cast their votes using electronic voting machines, which ensure fast and secure processing. After visiting a specific polling station and casting their vote, every voter receives a receipt as proof. The entire voting process is completed on election day, and remarkably, results are usually announced within a few hours of polls closing, making Brazil’s electoral system one of the fastest.

“This is a fun and irreverent campaign that reinforces BK’s social role, which often goes unnoticed due to our humorous brand profile,” said Igor Puga, vice president of marketing at ZAMP, the master franchisee of Burger King and Popeyes in Brazil. “The goal was to get consumers excited about one of today’s most important issues, voting, while encouraging all of our customers to think and be civically active.”

Burger King has run other election-themed campaigns in Brazil, such as “Blank Whopper” in 2018 and “Burger King Elections” in 2022 – in this case the goal is to encourage young people to get their voter registration cards and fulfill their civic duty by voting. Reality shows are very popular in Brazil and many people spend their time voting on television shows. If voting is already a habit, why not do the right thing?

Remember that regardless of your candidates, it is important to do your part and exercise your right to vote. This is another activation by Burger King during the election period to encourage public participation in this crucial societal moment.