Burger King: Backyard Burger King

This case study demonstrates how Burger King, a fast food restaurant chain in New Zealand, convinced its customers that its burgers were grilled over flames by harnessing the nation's love for their BBQs.

Burger King: Backyard Burger King

Executive summary

Product Description:

Burger King is a relatively new player in the New Zealand market, having only launched here 20 years ago. NZ is also a hugely competitive market for QSR's (Quick Service Restaurants) - there is the highest penetration of QSR's per capita of any country in the world.

Objective of the Campaign:

New Zealand is a fairly unique market for Burger King. For one, it has the highest penetration of QSRs per capita of any country in the world. More surprisingly, despite it being at the core of the brand, our research...

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