Due to strict laws, 13,000km of the German motorway network is ad-free. So to convince truckers in Germany to buy freshly grilled Whoppers, Burger King with their agency Grabarz & Partner created ads that only the truckers could see. The ads were place on the roof of multiple cars that then took turns overtaking the truckers.
–> “Hey, you up there!”
–> “You look hungry!”
–> “Why don’t you try out the Whopper?”
–> “Fresh and flame grilled”
Once the first few cars got the truckers attention, the remainder then guided the truckers to the next Burger King.
–> “If yes, then wink”
–> “Follow me to Burger King”
As a result many truckers gave into their temptation and followed the cars to the next XXL Burger King Drive-In.
