Behind Burger King’s agile marketing

Up against a rival with much deeper pockets, Burger King has turned budgetary limitations to its advantage with smart messaging that responds to the world its consumers are experiencing.

Burger King doesn’t really do marketing and advertising the way other brands do. Or rather it does for some of the time, but it’s also built a reputation for clever, disruptive campaigns that capture attention in ways that the average QSR campaign doesn’t.

One reason for that is simply that it doesn’t have the budget available to competitors like McDonald’s (frequently the butt of its jokes). “We have to use this limitation to find new ways to cut through, to find new ways of breaking the wall,” Soco Nuñez, UK brand communications director at Burger King, told a virtual audience...

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