The main competitive advantage of Burger King is its flame-cooked, grilled meat that gives it an incomparable flavor. But it's a whole different subject (at least initially) that deals with this operation. In Argentina, many people carry the family name "Parrilla" (grill or barbecue in Spanish). A name that is difficult to wear, as there are many jokes about cooking and meat.
Burger King decided to pay tribute to those people who bear the name "Parrilla". By registering in a restaurant of the brand before June 1, the "Happy elected" have the opportunity to have free Whoppers for life. Not an idea that new, but that allows the brand to strengthen its proximity with its consumers.