BK, Birds of Prey and Valentine's Day = Free Whopper?

Our QSR friends are doing QSR things again. Did I mention this category could be my favorite group of consumer brand marketers around?

This time, it’s BK getting (back) in the mix. And while it’s not as bold as some of its past tricks, we like the pop culture relevance and drive to purchase.

Here’s the Valentine’s Day scoop in bite-sized portion:

On February 14, scorned lovers in New York City, Los Angeles, San Francisco and Boston can bring a printed photo of their ex to Birds of Prey-themed “breakup boxes” at select Burger King restaurants, to be exchanged for a Whopper*. Guests in New York City can also bring in letters, stuffed animals or a specified piece of clothing to claim their reward.

The press release itself could use some help, but we applaud the thinking. Taps into the cultural conversation. Somewhat unexpected. Points to stores. Good visuals.

Nicely done, BK. Insert flames emoji here.