Burger King - Creating a Whopping Presence

D Sansom, R Malley and D Barham

1992-4 campaign to revitalise Burger King throughout English-speaking Canada (see no. 5397 for the company's success in Quebec, using similar strategy).
Agency: DMB&BAuthors: D Sansom, R Malley and D Barham

Burger King: creating a Whopping presence

EXECUTIVE SUMMARY

In 1991, the Canadian fast food industry was in a period of declining sales and Burger King was being outspent by its major competitors. McDonald's was spending seven times as much on advertising as Burger King, Harvey's and Wendy's were both spending 25% more.

Rather than try to match the competition's multi-product advertising strategies, a counter strategy was developed for English Canada that focused on Burger King's flagship product, the Whopper.

The campaign had several key components. Individual...

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