Date of Implementation:

The Harvey’s Copyright campaign launched on November 26, 2013 and was supported by media for 4 weeks.

Objectives and challenges:

In a market dominated by bland QSR mediocrity, consumers forget how truly great a burger can be and why they love burgers in the first place. Most settle for someone else’s idea of a great burger vs. insisting on their own. The agency’s objective was to have consumers snap out of burger malaise and not settle for a pre-­‐fabricated burger. At the same time, reconnect younger consumers with Harvey’s on a brand proposition they were both passionate about – Customization.

Insight:

Everyone’s burger is different, which makes each one unique and original. Harvey’s has always been about customization – making your burger your own. The agency thought why not take this one step further – since burgers are unique to the creator, they should therefore be copyrightable and ownable too.

Enter Morley Gunn of Gunn & Associates, the world’s first burger barrister dedicated to copyrighting the unique burger combinations found at Harvey’s. Not only was this idea inherently entertaining, but completely entrenched in the brand’s equity. It also allowed us to showcase our burgers in a way never seen in QSR advertising.

Execution:

“Copyright your burger before somebody else does!” was the message we launched with a program that let Canadians name and copyright their unique Harvey’s creations through the world’s first burger copyright engine and database containing over 5.5 million possible combinations and copyrights. Users who visited myharveyscopyright.com, topped and registered burgers through a gamified building tool that gave them ownership, rewards and the security of knowing that once their burger was registered, no one else could register it. They could even become our trending burger of the week. Registrants were encouraged to share their burger via their social networks to get votes as well as a 20% discount at Harvey’s.

Social buzz around the campaign was generated by sending influencers a tangible version of their online burger experience – a t-­shirt featuring their copyrighted burger. To surprise and delight Twitter participants, we also built their copyrighted burgers live and created 6 second stop motion VINE videos for them to tweet out and share.

The core of the campaign resided on MyHarveysCopyright.com. Buzzfeed, Facebook social ads, YouTube promoted videos, mobile banners ads, and SEM were used to drive awareness of the program.

Results:

In the first day, over 4,000 burgers were registered. That’s 1 burger every 30 seconds.

In the first week alone, sales went up 4.5 % and after a month, we had over 141 million impressions, grew Harvey’s twitter following by over 5500%. And increased their Facebook fans by 316%.

The campaign was featured in Marketing Magazine, Creativity, and on Newstalk 1010. As of today, the agency has had over 177,427 visits to the site. 32,420 unique burgers created. And they’re happy to say, zero burger litigation. Case closed.