Burger King: The McWhopper Proposal

This case study shows how Burger King, a fast food chain, successfully lifted brand scores by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Advertiser: Burger KingAgency: Y&R New ZealandCountry: United States

Objectives

Communications Challenges:

Salience is everything:

In the land of fast food, driven by value, taste and convenience, success depends on the customer thinking of your brand when they're hungry. In short: be top of mind or die.

Our biggest competitor was a lot bigger:

In the burger world the biggest battle for customers' hearts and mouths boils down to No. 1 versus No. 2. That is: the pasty-faced Ronald McDonald versus the mustachioed Burger King. With 34% of the burger market, McDonald's was more than...

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