Burger King – WHOPPER® FACE
Ogilvy & Mather Brazil
Burger King sandwiches are made to order your way.
And this is great because it is a very important attribute in the fast food category. But is also something that is hard to believe!
Consumers have been taught for years that if it is fast it can't be fresh. To change this belief we needed more than just advertising or positioning. We needed to make them see with their own eyes that at Burger King, food is made to order YOUR way!
BACKGROUND: IN BRAZIL, FIGHT HAS JUST STARTED
Burger King is fighting against the McDonald's empire and culture in Brazil. Even after 5 years in the market, Burger King still has low familiarity among consumers, which probably comes from its low presence (few stores) and low investments (in communication, point of sales, promotion, etc) when compared to McDonald's.