Pepsi has always been grounded in unapologetic enjoyment, and consumers have always unapologetically enjoyed food.

That’s why Pepsi and food unapologetically go together, better than anything else. But for 30+ years, the top U.S. burger chains have served their burgers with Coke due to exclusivity deals, even though burgers go better with Pepsi. To better understand consumers’ actual preferences, Pepsi commissioned third-party blind taste tests and a consumer survey to discover how burgers from Burger King, McDonald’s and Wendy’s paired with different beverages.

The results were clear: participants preferred Pepsi over Coke.

We decided there needed to be an unmissable kick off moment so big that even those burger chains that normally don’t pour Pepsi, and all the soda drinkers who eat there, couldn’t help but see.

#NationalBurgerDay marked the perfect opportunity when all eyes would be on the burger chains.

Using a paper artist’s sleight of hand, we expertly folded burger wrappers to reveal hidden Pepsi logos, while the photographer used their sharp eye to find the perfect angle that conveyed the message of the logo.

The images showed consumers that what they’ve been missing all along from their meal was in front of them the whole time.

The only digital enhancement used were color adjustments. We chose to increase the saturation by 7-10% on each image. Everything else was crafted manually before the photos were taken.

The images were strategically in The New York Post, as well as outside the burger chains’ headquarters and stores and across social media.

The simple, yet unforgettable campaign caused an instant shake up within the cola wars and showed that while Pepsi might not be on the menu, it’s always in the picture.

Adweek claimed the campaign as the brand’s best work in years— arguably ever. It led to a 29% increase in brand consideration and a 1.1-point share swing from Coke vs YAGO— exponential in a $29B category.

It also achieved 3.6 billion impressions, driven across the ecosystem including print, OOH, Twitter and programmatic (TMZ, Radar Online, Perez Hilton). With 1.3MM Twitter engagements at an 11% engagement rate, engagement was 720% higher than the typical Pepsi trademark benchmark of 1.34%. It also resulted in a global reach despite being created for the U.S. market.

Overall, the Burgers #BetterWithPepsi execution performed well when compared to the 3-month rolling benchmark, achieving the equivalent of 83% of impressions over the span of a quarter in just 5 days.