Effie Worldwide


Quick Service, casual dining, mid-scale, white table cloth and other restaurants.




The McWhopper Proposal

In 2015, Burger King was outspent, underarmed and overwhelmed in the incredibly competitive fast food category. Our idea began with an open letter in the New York Times; a peace offering to our biggest rival. Immediately the McWhopper idea took on a life of its own, making headlines across the country. While the campaign twisted its way through popular culture we continued to stoke the flames with iconic billboard placements, social influencers and a carefully crafted media kit disguised as a website. Although the offer was declined, the campaign was an overwhelming success - shifting all brand measures, selling a truckload of Burgers. Oh, and we helped World Peace, too...

  • Brand: Burger King
  • Client: Burger King
  • Agency: Y&R New Zealand

Quesalupa is #BiggerThan

Taco Bell needed to launch its next big product, the Quesalupa, in the Super Bowl. When brand conversation drops off less than 24-hours after the game ends, Taco Bell needed to flip the script on how a product traditionally launches in the Super Bowl by building hype well before kick-off. To become a part of pop culture, we took a page from the biggest pop icons in music and followed their lead to make Quesalupa #BiggerThan. Sales goals quadrupled and we increased brand affinity among fans by 19%.

  • Brand: Taco Bell
  • Client: Taco Bell
  • Agency: Deutsch LA

Breakfast Defect from the Routine Republic

To sell more at breakfast time, Taco Bell needed to go head-to-head with breakfast monolith McDonalds. We appealed to our targets rebellious streak by positioning McDonalds as a totalitarian regime that brainwashes people into a mindless breakfast routine from which only the brave escape. Our campaign aped the structure of insurgent movements to recruit Breakfast Defectors. Our aggressive approach made 1,000 news stories and 30,000 social media mentions and drove a 20% increase in Taco Bells breakfast traffic and a 16% increase in sales.

  • Brand: Taco Bell
  • Client: Taco Bell
  • Agency: Deutsch LA
2017_na_2017_e-2084-095_hero_1 Denny's A Fluffy Story about Pancakes
2016_na_2016_440628_hero_1 Arby's Arby's: The Daily Show - Jon Stewart Farewell
2016_na_2016_439792_hero_1 Chipotle Friend or Faux


To browse winners in this category from previous years