Burger King Corp.: Subservient Chicken campaign
Kevin TeagueOVERVIEW
By 2004 Burger King's position as the second-largest hamburger company in the world was waning. With a worsening brand image and an unshakable image for poor food quality, the chain was forced to shut down hundreds of stores. Following a flurry of CEO and ad agency turnovers, Burger King awarded Miami-based ad agency Crispin Porter + Bogusky a $350 million advertising budget to reshape its image. "We weren't a brand that suffered from lack of awareness," Russ Klein, Burger King's chief marketing officer, told Advertising Age, "but we...