Burger King Recruits Construction-Spotting Pensioners to Oversee its Expansion in Italy

Cultural Phenomenon of 'Umarells' Inspires a Social Media Campaign

By Alexandra Jardine. Published on May 10, 2016

Editor's Pick

To oversee its expansion in Italy, Burger King tapped into a very country-specific group: "Umarells," or elderly retired men who spend their time nosing round construction sites and chatting about how they could build it better.

Umarells -- who even have their own Facebook page -- have become a cultural phenomenon in Italy. So, the fast food chain put out a call to recruit these guys to help oversee construction sites of its new restaurants -- and of course, it makes a fun social video. Agency The Big Now created the campaign.

Burger King has made great social media capital out of store openings in France, too, with campaigns such as "Whopper Move Out," which gave people the chance to move to a town where a BK was opening up.

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May 10, 2016
The Big Now Milan
Burger King
Executive Creative Director:
Stefano Morelli
Paolo Platania
Tania Loschi
Jacob Salmona Arcari
Art Director:
Davide Bodano
Art Director:
Alessandro Bigi
Art Director:
Giacomo Putignano
Production Company:
Beppe Tufarolo
Marketing Director:
Jesús Cubero
Head of Marketing and Communication:
Ilaria Abrate
Communications Manager:
Andrea Bomentre

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