Burger King UK was losing sales, and falling behind competitors in a crowded casual dining sector. Reliance on promotions had left consumers querying the value for money and quality of products, such as the Whopper burger. This paper outlines how the brand set out to increase consideration and grow penetration, particularly among younger consumers, with the Whopper centre-stage in communications. Media spend was invested in VoD to reach younger consumers and in attention grabbing outdoor locations, supported by in-store and app promotions. Sales rose 17% on the back of improved penetration and frequency, with the uplifts coinciding with periods of media investment.