Transcript BA 493 burger king 03 version.ppt

Burger King
Home of the Whopper
Graham Goldstone
Chris Pelser
Background
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Started 1954, founded by James McLamore and David
Edgerton
Number two hamburger chain (behind McDonalds) with
more that 11, 200 restaurants in the U.S. and 65 other
countries.
They have 1,300 locations are company owned, the rest
are owned and operated by franchisees
Their most popular burger: The Whopper
Target market: 18-35 year old males
The King Character
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In the 1970’s The King was introduced. He was famous for
being in costume at different Burger King locations
performing magic tricks, and making balloon animals
Burger King earlier ad campaigns were targeted towards
children, which was their primary target market
The Return of The King
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Brought him back about 4
years ago to help reintroduce
their breakfast menu to
compete with McDonalds (the
leader in fast food breakfast
sales)
Using a ridiculous plastic head,
and an absurd situation, gives
this ad an edgier mood—more
ironic and wink-wink—than
that of your average fast food
campaign
Burger King tries to
differentiate itself with a hipper
vibe. Its competitors (namely
McDonald's and Wendy's) have
more family-friendly images
Whopper Freakout
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Ad first aired in December.
The ads are on track to become the bestrecalled ads in five years.
According to IAG Research, and have about
twice the average likeability rating.
Burger King said the site had gotten 1.5 million
views.
Bibliography
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www.youtube.com
www.slate.com
www.wikipedia.com
www.whopperfreakout.com