Pop-up stores get attention through urgency. They’re open a few days or weeks, and if customers don’t act, they miss out on a unique experience. Pop-ups, however, aren’t the only way companies are building urgency these days. Whataburger, a Texas-based fast food chain, got attention for the way it dealt with one of its menu offerings: the A1 Thick & Hearty Burger.

 

The A1 was discontinued in December. Rather than just cutting it from the menu, Whataburger held the burger’s funeral. The headline on the eatery’s website, www.a1supportgroup.com: “Need help coping? You’re in the right place. Let the healing begin.”

 

On the site, fans shared their grief in a number of ways:

 

They uploaded photos and videos, wrote notes on a digital “Going Away Card,” and recorded audio goodbyes by calling 1-877-A1-Support.

 

A funeral for a burger is clearly meant to be funny. The site let customers in on the joke and gave them ways to create their own content and interact with the brand and each other.