In December 2008, Burger King purchased the rights to an advertising campaign that centered on a taste-test marketing campaign, dubbed “Whopper Virgins.” The test claimed to target participants who were unaware of the existence of Burger King or McDonald’s, and had never eaten a hamburger.

Three remote areas of the world—Baan Khun Chang Kiean, Thailand; Kulusuk, Greenland; and Budesti, Romania—were targeted. In the test, the “virgins” were asked to try both the McDonald’s Big Mac  and the Burger King Whopper, and give their preference, if any. According to the advertisements and accompanying mini-documentary, the Whopper was the most popular sandwich among the test subjects.