Burger King Corp.: Lunch Break campaign
Rayna BaileyOVERVIEW
Because of what appeared to be a revolving door in its executive suite, as well as a steady drop in customer traffic, which was blamed on inconsistent food quality and poor customer service, Burger King was in search of a way to reestablish its brand identity and to rebuild sales. According to Advertising Age, in January 2004 Burger King had at the helm its nineteenth chief executive in its 50-year history, and at the same time the fast-food chain was struggling with a 22 percent decline in customer traffic...