Burger King Keeps Eyes on the Fries

Oct. 29, 2026

Burger King and BBH Dublin teamed up to cheer on thousands of marathon runners with encouragement banners, a free Whooper at participating restaurants, and an exclusive cold plunge experience.

Embracing the grit and passion of a whopping 22,000 runners, 3,000 volunteers and over 350,000 supporters, the multichannel campaign brings extra energy to that moment during a race when participants hit the infamous 'pain cave'.

Knowing that support signs during marathons are vital, Burger King is stepping in with bespoke OOH and DOOH signs positioned strategically along the course. Motivating messages like ‘Eyes on the fries’ offer runners reminders of the delicious reward awaiting them at the finish line. 

Waiting for runners post-marathon, Burger King and Saunos Dublin teamed up to offer  complimentary 45-minute sauna and cold plunge experience, giving runners and a guest the chance to swap the busy finish line for some well-earned downtime.

Katie Evans, CMO of Burger King said:

“Marathons are an incredible show of determination and community. We wanted to get behind every runner with a bit of Burger King humour and remind them that, whatever gets them over the finish line, a Whopper is waiting on the other side. Because after 26.2 miles, there’s nothing quite like that first bite”

 

Marcos Gemal, ECD of BBH Dublin said:

“We loved taking the familiar language of marathon support signs and giving them a distinctly Burger King twist. It’s a great example of how creativity, context and a bit of well-placed humour can make a brand feel genuinely part of these major sporting moments.”

 

The campaign launched across OOH and social channels on 19th October, culminating in the live activation on 25th October across the Dublin marathon route.