Burger King Corporation: Battle Of The Burgers campaign
Grace HawthorneOverview
The "Battle of the Burgers" campaign was initiated in 1982 under the overall direction of Jeff Campbell, who was executive vice president of marketing and the chief marketing officer for Burger King Corporation. According to a company spokesman, "The campaign was created at a time when Burger King was not performing up to expectations in the highly competitive quick service restaurant marketplace," Campbell had created the "Aren't You Hungry?" campaign, but sales did not respond as hoped. The "Battle of the Burgers" was a subcampaign under the "Aren't You...