Perfect Promo Who Eats In A Pineapple Under The Sea? A wildly successful campaign for Burger King in Brazil used SpongeBob SquarePants to drive store traffic and boost sales of kids’ meals to record levels. Los Angeles-based BAMKO (PPAI 242148, Platinum), the No. 6 distributor in the 2024 PPAI 100, created a 360-degree integrated marketing campaign for Burger King in Brazil that used SpongeBob SquarePants to drive store traffic and boost sales of children’s meals. With a budget of more than $2 million, the program included securing character licensing rights, a themed flagship store and special “SpongeBob King Jr.” combo meals with unique packaging and eight different character miniatures included as giveaways. All elements were locally designed, sourced and manufactured in Brazil. The campaign was an incredible success and the SpongeBob toys among the most popular giveaways in Burger King history. Store sales and foot traffic increased drastically, setting records in the first week across 900 participating stores. The SpongeBob-themed store itself drew unprecedented lines and record sales, with overall children’s meal purchases soaring by over 300% and stores registering a net revenue jump of about 30% during the promotion period. 108 • JUNE 2024 • PPAI
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