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Burger King ‘Whopper of a Finish’ turns marathon finishers into burger ‘results’

Swiped from Burger King

Burger King ‘Whopper of a Finish’ turns marathon finishers into burger ‘results’

Burger King UK launched ‘Whopper of a Finish’ (BBH) around the London Marathon and other UK marathons as part of its Foodfillment platform. It positions the Whopper as the ultimate post-race reward, featuring real runners photographed by documentary photographer Sophie Green mid-bite (medals on, foil blankets on).

Each poster uses a race-results layout: “Finished” plus a time stamp showing how long it took to eat the burger. The rollout spanned hundreds of OOH sites plus social and print for one week, and included race-day activations: a free Whopper for finishers with a medal at Strand or Leicester Square, buy-one-get-one-free at selected sites, and pacemakers leading runners to ‘Mile 27’ in Leicester Square.

swipeable idea

Turn your product into a ‘scoreboard’ people want to share. Borrow the visual language of an official result (time stamp, certificate, receipt, leaderboard) and apply it to the reward moment. Use real people, real timestamps, and a simple line (e.g., “Finished: 00:03:12”) so the photo becomes proof + bragging rights.

Vaseline becomes the London Marathon’s ‘Official Nipple Protector’

Swiped from Vaseline

Vaseline becomes the London Marathon’s ‘Official Nipple Protector’

Vaseline partnered with the TCS London Marathon as the event’s Official Nipple Protector, tackling a common but rarely talked-about runner problem: nipple chafing. The one-year partnership was announced ahead of the 2026 race (Sunday 26 April). Vaseline products were made available on-course, and the campaign leaned into the unexpected sponsorship category to make the pain point instantly visible and memorable.

swipeable idea

Own the unsexy pain point. Pick the problem everyone experiences but nobody wants to talk about, then name it plainly and attach your brand as the ‘official’ fix (Official Blister Preventer, Official Thigh-Chafe Shield, etc.). The shock of specificity earns attention, and the utility earns trust.

Icelandair hires a ‘really bad photographer’

Swiped from Icelandair

Icelandair hires a ‘really bad photographer’

Icelandair posted a classified-style job ad looking for a “really bad photographer” to help prove that even the worst snapper can take great photos of Iceland. The role includes an ~10-day trip to Iceland in June (travel + accommodation covered) plus US$50,000 for photography/content/participation, with a chance the images appear in a global campaign.

swipeable idea

**If your product is ‘so good it’s foolproof’, cast the worst possible user to prove it.** Make the reward genuinely compelling (so people believe it) and document the journey in public – SaaS: “Really bad spreadsheet person wanted” – Cooking brand: “Burns toast weekly? Perfect” – Fitness app: “Hates the gym? Ideal candidate” Rule: the casting criteria should be a punchline *and* a proof point.

Nutella floats through a NASA livestream

Swiped from Nutella

Nutella floats through a NASA livestream

A jar of Nutella floated through a spacecraft cabin on a livestream with the logo perfectly facing camera. NASA said it wasn’t a product placement. Nutella’s social team didn’t overthink it: they simply posted the clip and it went viral.

swipeable idea

It’s a masterclass in reactive marketing: zero spend, maximum cultural moment, and the brand shows up as playful and quick rather than trying to claim credit for something they didn’t control. This is your reminder to be structurally ready for “free” moments. Have a lightweight approval process, someone on point, and pre-agreed guardrails so you can post in minutes, not meetings.

Matrescence Campaign

Swiped from Peanut x Tommee Tippee

Matrescence Campaign

While slang like ‘IDGAF‘ makes it into dictionaries, ‘matrescence’ – a 50-year-old term defining the physical, emotional and psychological shift into motherhood – still isn’t recognised. While approaching Mother’s Day in 2026, Peanut and Tommee Tippee campaigned to change that.

swipeable idea

It’s purpose-driven marketing that highlights a real cultural gap: the transition into adulthood), but not for matrescence (the transition into motherhood). The contrast is the story, and it taps into genuine frustration around how motherhood is under-acknowledged in society.

Almond Cow Native Campaign

Swiped from Almond Cow

Almond Cow Native Campaign

Instead of a generic headline-style claim (“save thousands a year”), Almond Cow uses a familiar Instagram poll graphic in a static ad. That platform-native UI pattern makes the creative feel like organic content people already consume, lowering the “this is an ad” defence.

swipeable idea

Small design choices (made by a real designer + strategist who actually understands the platform) can create big differentiation in a feed full of samey AI-generated ads. Slightly higher cost per asset, but often worth it because it earns attention and trust faster.

Huggies Expensive Sh*t

Swiped from Huggies

Huggies Expensive Sh*t

Huggies turns a gross-but-universal parenting fear (the blowout) into a high-stakes product demo: 18 just-fed babies crawling over nearly $500k worth of luxury items, where the diaper is the only thing preventing chaos.

swipeable idea

The contrast (babies vs antiques/designer/convertible) creates instant tension and watchability, plus a one-hour livestream adding real-time suspense, while teaser content + creators + PR extend reach. It reframes a functional claim into entertainment, tapping Gen Z parents’ anxiety about protecting expensive stuff and everyday mess.

Choccybel’s April Fools

Swiped from Monty Bojangles

Choccybel’s April Fools

Babybel’s April Fools collab with Monty Bojangles (“Choccybel”) is a perfect category collision: creamy cheese x chocolate truffle. The copy does the heavy lifting (“Unexpected? Absolutely. Irresistible? You decide”) and the collab gives it instant credibility and shareability.

Source: Instagram post

swipeable idea

It’s silly enough to be forwarded, but ‘real’ enough to keep people guessing (limited-edition, nationwide, April 1). That ambiguity is the secret sauce: confusion drives comments, and comments drive reach.

Tony’s Chocolonely Merch Idea

Swiped from Tony’s Chocolonely

Tony’s Chocolonely Merch Idea

Instead of only selling to consumers, Tony’s Chocolonely repackaged what they already do (chocolate) for a completely different buyer: companies. Their pitch isn’t “buy chocolate,” it’s “ditch dull merch” with bespoke branded bars for events and corporate gifting opening a whole new segment without inventing a new product.

swipeable idea

Tony’s did something powerful. They invested in an advertising campaign on an unexpected platform (LinkedIn), they took an existing product and aimed it at a completely new audience.

Gymshark Hyrox Activation

Swiped from Gymshark

Gymshark Hyrox Activation

Gymshark spotted a real emotional gap in Hyrox culture: the pride spike at the finish line, followed by a weird, anticlimactic comedown. So they built ‘The Jacket Patch’: a pop-up opposite Hyrox London serving free jacket potatoes to finishers (plus community fave vendors), discounted Conditioning Club Patch Jackets, and free food from Grime Gran and Spud Man.

swipeable idea

The insight came from Gymshark’s community research: a lot of Hyrox competitors feel a huge surge of pride when they finish… and then almost immediately feel a lack of celebration once it’s over. So Gymshark didn’t try to “brand” the moment harder. They just gave people a place to stop, eat, and sit with the achievement.

Cadbury’s ‘Made to Share’

Swiped from Cadbury

Cadbury’s ‘Made to Share’

Cadbury’s campaign ‘Made to Share’ takes their Dairy Milk ‘Generosity’ platform to the next level. They’ve come up with these fun limited edition bars that make sharing chocolate a bit more special.

The clever part? Each bar has special packaging that shows you how to split the chocolate fairly – like when you’re on a road trip and want to share between the driver, navigator, and that friend who’s sleeping in the back.

swipeable idea

Cadbury built sharing into the product. Every bar is pre-split for real-life scenarios (driver vs navigator vs the mate asleep in the back). It takes “generosity” from a nice idea to a thing you can actually do and turns an everyday chocolate bar into a tiny moment of connection.

Liline becomes the first grandmother ambassador

Swiped from Jacquemus

Liline becomes the first grandmother ambassador

Instead of choosing a celebrity or influencer, Jacquemus appointed his grandmother Liline as the brand’s first-ever ambassador. It’s authentic, unexpected, and perfectly on-brand for a designer who’s always done things differently.

The contract is a tongue-in-cheek manifesto, as Jacquemus lays out the ambassador’s duties including how “the ambassador must not remove Jacquemus pieces at home, at night, or in dreams.”

swipeable idea

Jacquemus could have chosen anyone. Literally anyone. Top models, A-list actors, mega-influencers and they all would have said yes. The contrast between expectation and reality is what makes this newsworthy and share-worthy.

25% Gender Pay Gap Campaign

Swiped from Female Tribes

25% Gender Pay Gap Campaign

This campaign uses provocative outdoor ads with pink redactions covering 25% of the letters in phrases like “Fund Girls” and “Fill Your Purse”. The initial shock triggers a reward-prediction-error signal in the brain, making the message impossible to ignore and commit to memory.

swipeable idea

Rather than just talking about statistics, they make you experience what 25% missing looks like. You can see the letters taken away. You can feel the incompleteness. It’s a visceral, visual representation of an abstract problem.

we keep up with marketing so you don't have to

Burger King ‘Whopper of a Finish’ turns marathon finishers into burger ‘results’

Vaseline becomes the London Marathon’s ‘Official Nipple Protector’

Icelandair hires a ‘really bad photographer’

Nutella floats through a NASA livestream

Matrescence Campaign

Almond Cow Native Campaign

Huggies Expensive Sh*t

Choccybel’s April Fools

Tony’s Chocolonely Merch Idea

Gymshark Hyrox Activation

Cadbury’s ‘Made to Share’

Liline becomes the first grandmother ambassador

25% Gender Pay Gap Campaign

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