The objective: to launch Burger King’s new burger in Brazil, the BK® TASTE. The challenge: the burger clearly resembled one of McDonalds’ best-sellers, the BIG TASTY. BK® TASTE. BIG TASTY. You get the picture. Since we knew that some would inevitably allege the BK® TASTE was a copy, we took the lead. And asked for a truly qualified opinion on the matter: lawyers. Yes, we launched our new burger with a promo, giving away a free BK® TASTE to every lawyer in Brazil. So they could try it before McDonald’s could try us. To get the burger, they just needed to show their attorney ID at a BK® Drive. And they did. During the 3 days of promo, thousands of lawyers participated and shared their legal opinions organically online. Just like in any major trial, the press coverage was huge, helping us reach way beyond the promo's target and making BK® TASTE Burger King’s most successful launch ever in Brazil. And doing it all with zero lawsuits from McDonald’s.