Burger King: Whopper Face

Burger King, outspent by McDonald's by a factor of 12 in the Brazilian market, sought to differentiate itself by focusing on a specific audience of 20-something adults, deemed to be a group which liked to make its own choices.

Burger King: Whopper Face

Ogilvy Brasil

SUMMARY

BURGER KING® sandwiches are made-to-order your way. This is great because it's a huge differentiator in the fast food market. But it is also something that's hard to believe!

Born under a McDonald’s® culture, consumers in Brazil have been taught that if it's fast, it can’t be fresh. McDonald’s has been in Brazil for 30 years and has a media investment approximately 12 times larger than BURGER KING®'s (Source: Ibope Media Monitor; Full 2009) that came in 5 years ago. It was apparent that to make a change in this established scenario we needed more than...

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