From Pico Paraná rescue to BK: Betinho fronts King in Doubles

After five days lost on Pico Paraná, Betinho stars in Burger King®’s new film—and jokes: “I’m eating both sandwiches myself.”

Roberto Farias—better known online as Betinho—was found alive after five days missing on Pico Paraná, in Brazil’s Paraná state. Now his widely shared rescue story has taken an unexpected advertising turn: Burger King® has signed him as the new face of King in Doubles, a deal that lets customers pick two sandwiches from the brand’s favorites starting at R$ 25.90.

BK® turns tension into a punchline

Created by AlmapBBDO, the campaign film swaps real-life suspense for comedic relief—leaning into the irreverent tone Burger King® is known for. In the spot, Betinho devours two Whopper® sandwiches, a direct nod to the “five-day hunger” people discussed as his story spread across social media.

The message lands with a clear twist: after everything he’s been through, Betinho is not sharing his King in Doubles with anyone.

The campaign video was posted on Burger King®’s social channels.

https://www.instagram.com/burgerkingbr/reel/DTgdGFPCSXc/

“We saw in Betinho—who has already been engaging thousands with his story of overcoming adversity—the chance to celebrate this happy ending with real indulgence. The campaign reinforces that to satisfy a five-day hunger, King in Doubles is the ideal partner,” says Pedro Laguárdia, Burger King® marketing manager.

“We also thought of another way to show how versatile King in Doubles is: while Popó and Wanderlei split theirs, Betinho eats both by himself,” adds Fernando Duarte, VP of Creation at AlmapBBDO.

How King in Doubles works

King in Doubles allows customers to combine two sandwiches starting at R$ 25.90. Options mentioned by the brand include: Chicken Duplo, Cheeseburger Duplo Rodeio Duplo, Cheddar Duplo, Stacker Duplo Bacon, Big King, Whopper® and Whopper® Vegetariano.

Burger King® says promotional pricing is valid for an indefinite period or while supplies last. Certain sandwich combinations may be unavailable depending on the offer’s specific terms.

The offer is available at BK Drive, on the BK app, and at participating dine-in locations. Customers can check participating items by price tier and review non-participating restaurants and franchise locations (where prices may vary) at: https://bit.ly/KingEmDobro325

Service

Deal: King in Doubles (Burger King®)

Starting price: R$ 25.90

Where to buy: BK Drive, BK App, participating restaurants

Terms: valid for an indefinite period or while supplies last; some combinations may be unavailable; franchise pricing may vary

More details: https://bit.ly/KingEmDobro325

Photo: Divulgação