Burger King Korea unveils ink-redibly tasty new summer campaign

Ahhh, humans and their insatiable thirst for summer. While sand, surf, and sun might be the pinnacle of bliss for some, Ad Nut finds the whole beach thing a bit overrated. Give it a moist, leafy, and green hideaway any day—a place where the ground is cool underfoot, the air is fresh, and the surroundings are a comforting shade of nature's finest. But hey, you do you.

For humans, it seems summer is the season of all celebration, exploration, and adventure. It’s also a time when they gather over delightful treats—be it ice creams, frosty drinks, or a perfectly juicy burger. But with summer comes the inevitable holiday hustle—the queues, the crowds, and the endless waits.

So, what better way to beat the heat and rest those weary feet than with Burger King Korea's latest campaign?

The home of the flame-grilled Whopper has taken an innovative turn by embedding reward barcodes into tattoos, allowing more customers to savour the newly-upgraded Whopper, introduced in South Korea last April.

Dubbed the 'Whopper Tattoo' this unique seasonal campaign is part of Burger King Korea's 'Flame-Grilled Taste' project, marking the brand's 40th anniversary in South Korea.

In July and August, a Tattoo King could be spotted striding through the bustling streets of Haeundae, Busan, and Gangnam, Seoul. Passersby had the chance to pick a Whopper tattoo design, have it printed instantly on their bodies, and then head to the nearest Burger King to scan their tattoo at kiosks for a free new Whopper and a soft drink.

Collaborating with professional tattoo artists, the Whopper Tattoo collection featured 50 designs inspired by flames, with barcodes artfully integrated into the grill motif. These temporary tattoos are not just a playful accessory but also washable, disappearing naturally within two to three days. Made with cosmetic-grade ingredients, the ink is entirely harmless to the skin.

The idea was crafted by Cheil Worldwide, and promoted through Burger King Korea's official website, social channels, and mobile app.

According to Burger King, the clever campaign has garnered an overwhelmingly enthusiastic response, with around 8,000 people—including residents, tourists, and influencers—sporting the tattoos. A whopp(er)ing 92% of participants also said the campaign helped them recognise the newly-upgraded burger. 

"Burger King has been flame-grilling since 1984 in South Korea, and we've been carrying out campaigns that take 'flame-grilled taste' to the next level as we celebrate our 40th year here," shared a spokesperson from Burger King Korea. 

This campaign is pure merrymaking, and that’s exactly what Ad Nut loves about it. Do humans need barcodes on their bodies? No. But are they fun? Absolutely! Ad Nut is reminded of those nostalgic days when young ones would run around proudly sporting water-based tattoos, and this feels like a cheeky, modern twist on that. The campaign takes something as mundane as a barcode—essential in the purchase process—and turns it into art. You get to share it, compare it, use it, and then, best of all, you get a treat from it. What could be better?

Ad Nut isn't so sure about the giant bobblehead king, though—he's kind of scary and those teeth could jolt even the most grinning of jungle cats. But hey, if he’s out there delivering the delicious goods, then perhaps there really is a king in every forest, no matter how intimidating, that we should be willing to embrace.

CREDITS:

Campaign title: Whopper Tattoo
Client: Burger King Korea
Chief marketing officer: Zion Lee
Marketing manager: Chanho Yeo, Seungseop Lee, Seulki Park
Creative agency: Cheil Worldwide
Creative director: Seongphil Hwang
Copywriter: Seungree Kang
Art director: Taeyul Ko
Account director: Joohong Min
Account executive: Yumi Jeong, Jonghae Kim, Minjin Jeong

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.