Objectives
In 2020 the challenge was to attract people to delivery and invite them to continue interacting with BK. The company had lost at least 60% of its in-store traffic due to the pandemic (2). The business objective was to mitigate sales losses by leveraging delivery by at least 35% of sales during the campaign period.
In addition, our communication objective aimed to generate buzz around Burger King as a brand and leverage the buzz around the delivery service.
Sources:
(2) Burger King Data
Summary of the work
The 2020 scenario was challenging in many ways. In August people had...