Fast food is extremely competitive. Deals, price discounting and a lot of advertising keep market share hyperactive. In July 2018, Burger King was only 9th by revenue – 7th when Starbucks (#2) and Costa Coffee (#3) are removed from the equation. But with its revenue of GBP£ 594 million, the chain is well behind #1 McDonald’s (revenue GBP£2.068 billion), #4 Domino’s, #5 Pret A Manger and #6 KFC, #7 Nando’s and #8 Subway (data by GlobalData).
Burger King decided it needed to be repositioned. Burger King needed to be known for its signature product, The Whopper. The Whopper stands for flame-grilling, and this is what sets the chain apart.
So on Wednesday, April 17, Burger King UK served only Whoppers to encourage people to reacquaint themselves with its icon. Burger King also gave the entire nation free Whoppers on Whopper Day. All people had to do to claim their free Whopper was download the Burger King UK app or order on Deliveroo.
The stunt is the first time that the brand has run a Whopper campaign in the UK in over a decade.
https://youtu.be/0qERv3c3dgQ
“The Whopper is Burger King’s pride and joy, and the new campaign from BBH seeks to reignite the nation’s love for the iconic burger – particularly amongst the younger generation,” BBH explained in its release.
The campaign included cross-channel activations including a Whopper Mandate running in the Metro on April 16. Two 20-second films were also aired on TV, and large-scale print and OOH was shot by Dan Matthews. The campaign continued across social and in-store, where menu boards featured only the iconic Whopper.
Burger King will also be giving the entire nation free Whoppers on Whopper Day. All people have to do to claim their free Whopper is download the Burger King UK app or order on Deliveroo, and enjoy the King of Burgers.
Katie Evans, marketing director at Burger King UK, stated, “We are so excited to treat the nation to our iconic Whopper. The Whopper is Burger King’s pride and joy, and for one day only we think everyone deserves to get involved, tuck in and savour that flame-grilled goodness on us. Burger fans have no choice, but in a good way. Hope you understand. After all, Burger King is not called Home of The Cheeseburger.”
Ian Heartfield, chief creative officer at BBH London, added, “The customer is always right. Unless it’s a Burger King customer ordering something other than a Whopper on April 17.”
Credits:
Creative Agency: BBH London
Creative Team: Marc Rayson & Callum Prior
Creative Director: Fred Rodwell
Chief Creative Officer: Ian Heartfield
Strategy Director: Saskia Jones
Head of Strategy: Ben Shaw
Business Lead: Carly Avener
Account Director: Stephen Adams, David White
Account Executive: Laura Huber
Producer: Joseph Pawsey
Assistant Producer: Michelle Hagen
Production Company: Bold
Director: Adam & Dave
Executive Producer: Dave Knox
DoP: Ray Coates
Post Production: The Mill
Editing: Max Windows @ Stitch Editing
Sound: Gez Lloyd @ String and Tins
Creative Team (Print): Daniel Seager, Steve Hall, Marc Rayson, Callum Prior & Nick Gill
Designer: Christian Tunstall
Creative Director: Fred Rodwell
Head of Art: Pablo Gonzalez De La Peña
Producer: Sarah Knight
Photographer: Dan Matthews
Designer: Christian Tunstall
Client: Burger King UK
Marketing Director: Katie Evans
Head of Brand & Communication: Soco Nunez
Brand Manager: Suzi Hoy
Senior Manager Merchandising & Marketing Execution: Katie Grinstead
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