Burger King: It Just Has to Make Sense to Someone

Burger King, a fast food chain, increased visits from younger consumers by tailoring its social content to appeal to niche subcultures.

Campaign details

Brand: Burger KingBrand owner: Jorge OliveiraAgency: MullenLoweMarket: U.S

Executive summary

Attention is an endangered species; it’s more difficult than ever to stand out in our hyper-fragmented media environment. Declining in consideration and preference among the 18-24 y/o group, Burger King tasked us with righting the ship. Our goal was simple: Make Burger King loved and talked about online. We discovered a vast ocean of intermixed subcultures within our audience, then developed a theory: Celebrate and support niche interests and we’ll generate feelings of validation, acceptance, and, ultimately, brand love. We created...

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