INSEAD?s Burger King case


Pierre Chandon has new material available for this case, co-authored with CMO Fernando Machado (of Campaign for Real Beauty fame)

By going to, instructors can access a new insider’s account of genesis of Cannes Titanium award winner, the Whopper Detour campaign, which offered the Whopper for just 1 cent if it was ordered through BK’s app inside or near a McDonald’s.

In addition, the case’s video interviews, detailed teaching note, and slide decks show how BK’s team and their owner 3G Capital leveraged their understanding of the Burger King’s brand to deliver cost-effective television and social media campaigns that made Burger King the first ever winner of Cannes Lions Creative Brand of the Year.

This case has already been adopted by 35+ universities, including Wharton, Kellogg, and Columbia. To access this material, instructors can register at The case is available through the CaseCentre or through Harvard Business Publishing