Burger King

Burger King’s marketing efforts in the past year have focused on a combination of a few existing favourites, like the Angry Whopper, and a number of new burgers.

Burger King is definitively a guy’s brand, and given the burger lineup for the year, which had a heavy emphasis on either very hot flavour profiles or on very substantial burgers, the young male skew was confirmed. Burger King would have to appeal to the quirky sensibility of the target, saying things in a fun way to an audience who may not have the most sophisticated taste buds but who know what they like – bold taste and big burgers served up with a laugh.

Over the course of the year Taxi executed a series of burger-specific promotions. The Steakhouse XT was perhaps a little more impressive than the typical burger, so the work features an idea meant to appeal to the young guy’s mindset: the Steakhouse XT is how you’d impress your date, if your date was you.

Another execution for the Whiplash Whopper – also a new introduction and also hot and spicy – shows it has a very feisty effect on those who eat it. The TV spot shows a young man seeking legal counsel to sue the chain for the burger being too spicy. Upon trying it, the lawyer excitedly agrees he has a case.

Throughout the marketing calendar, a mix of television, radio, out of home, and promotional elements was used. The combination of the type of humour and the type of food the target loves proved to be the right approach. All promotional windows exceeded sales forecasts, and for the year as a whole, overall restaurant sales are climbing.