Burger King: Dr. Angus

Brand Name: Burger King
Product Type or Description: Steak Burger
Category for this Entry: New Product or Services Introduction
Campaign Title: Dr. Angus
Agency: Crispin Porter + Bogusky
Client: Burger King Corporation

MARKETING CHALLENGE

In January of 2004, Burger King faced a serious dilemma.In the highly competitive fast food hamburger restaurant (FFHR) category, it was rapidly losing sales, traffic, share and momentum to its two main competitors, McDonald's and Wendy's. Both had experienced surprisingly positive same store growth and had been stealing visits from Burger King for years with innovative new products and promotions supported by ever increasing media spending. Although January was the low point for Burger King, this decline hadn't happened all at once: Burger King had seen a 22% decline in consumer traffic since 1999. For the first time in history, Wendy's had surpassed Burger King in consumer share within the category, making them second only to McDonald's.