Agency: Marketel McCann | Authors: D Sansom and S Crawford |
Burger King (Quebec)
EXECUTIVE SUMMARY
Ever since the opening of its very first restaurant in Quebec more than ten years ago, Burger King faced problems. This changed dramatically in 1992 after the launch of a breakthrough advertising campaign. This Quebec-tailored campaign shattered not only Canadian sales and operating profit records, but worldwide Burger King records as well. Burger King's Quebec advertising campaign, now in its fourth year of execution, shows no sign of wear-out and hopes are high this year that Burger King will be able to break its...