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Don’t be afraid of marketing with a higher purpose says Burger King’s Machado

Article • Anil Thakraney, Event Reports, Zee MELT, May 2019

Burger King’s global CMO believes that brands must embrace a higher purpose and not be afraid to act on it to drive growth.

McDonald's: The Official Sponsors of Losers

Case Study • Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2019

Fast-food brand McDonald's employed a social media and on-ground strategy targeting losing football fans during the 2018 World Cup to drive footfall to restaurants in Lebanon.

YouGov Ad of the Month – Singapore: Grab

Opinion • BrandIndex, July 2019

Grab, the Singapore-based technology company offering ride-hailing transport services, food delivery and payment solutions, is the brand which has achieved the highest uplift in its Ad Awareness over the past month.

KFC: FCK

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019

KFC, the fast food brand, remedied its sales loss in the UK with an integrated campaign that brought back its iconic figurehead and used the reason for the chicken shortage as the anchoring message.

How Burger King drove mobile ordering

News • 18 June 2019

Mobile ordering is the future of QSR, according to the ECD behind Burger King’s Whopper Detour promotion that rocketed the burger chain’s ordering app to the top of the app download charts within a couple of days of its launch.

Burger King: Whopper Neutrality

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Burger King, a fast food restaurant chain, helped influence internet regulations for net neutrality in the US by creating an educational and entertaining video surrounding its Whopper burger.

Chicken Licken: Sbu 2.0

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Chicken Licken, a South African fast food brand, increased sales of its Hotwings by using the topicality of AI to make a humorous TV commercial.

McDonald's: The Flip

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

McDonald's, the fast food chain, celebrated women and the women's empowerment movement through a simple outdoor stunt that flipped the iconic McDonald's logo upside-down in the US.

McDonald’s: Ice Cream History In the Making

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

McDonald's, a fast food chain, partnered with YouTubers to authentically reach youth in Germany and increase sales of their dessert range.

Taco Bell: Web Of Fries

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Taco Bell, a fast food chain, promoted a real product to US customers with a fake film that made Nacho Fries Taco Bell’s best-selling product launch in its history.

Wendy's: Webeefin?

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Wendy's, the fast food chain, created a hip hop song calling out its competitors in the US, which helped the brand achieve more than 3.6 million streams.

Subway: Subway Live Feed 2017

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Subway, a fast food restaurant, increased sales globally by launching a one-day activation that offered a free sub and gave a meal to the hungry for every sub purchased.

McDonald’s: “50 Years of Big Mac”

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

McDonald's, the fast food chain, celebrated 50 years of the Big Mac in Switzerland by creating 50 different designed images to highlight the Big Mac's enduring popularity.

Domino's: How one killer stat led to the cheesiest chat-bot the internet has ever seen

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

Domino’s, the American takeout pizza restaurant, created an original campaign around Valentine’s Day using Tinder to regain momentum in the month of February.

KFC: Kentucky Flying Objects

Case Study • Case Studies on WARC, 2019

Fast-food chain KFC ran a limited-edition promotional campaign to boost brand awareness and drive in-store footfall in India.

The changing face of fast food in China

News • 04 June 2019

International fast food brands operating in China are having to look beyond simply expanding their footprint and localising their menus, as domestic brands improve their offer and food delivery apps change consumer expectations.

Uber touts cross-promotion for growth

News • 03 June 2019

The first quarterly report since the ride-hailing company filed to go public in May shows that Uber is still haemorrhaging money, but sees bright spots in cross promotions of its services and expansions in new territories.

How Burger King is pushing the boundaries of delivery

Article • Chiara Manco, WARC Exclusive, June 2019

With food delivery becoming an increasingly important aspect of the QSR business, Burger King set out to “stress test” what it could do with delivery in Mexico.

Advertising and promotional effects on consumer service firm sales: Media ad spend and quality matter for driving restaurant sales

Research Paper • Harlan E. Spotts, Marc G. Weinberger, and Michelle F. Weinberger, Journal of Advertising Research, Digital First, May 2019

This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.

Swiggy: Researching a Joke, Are You Kidding Me? It is funny because it is true

Research Paper • Radhika Venkatarayan and Prasunika Priyadarshini, ESOMAR, Asia Pacific, 2019

Swiggy, a food delivery app, looked at how to better understand what kinds of humour work with audiences, by combining consumer interrogation with a deeper semiotic and cultural decoding.

How physiological appeals work for QSR brands

News • 24 May 2019

Quick-service restaurant chains may be able to fuel purchase intent by tapping “physiological appeals” based on sensory or behavioural imagery in their TV ads, a study published by the Journal of Advertising Research (JAR) has found.

McDonald's Polska: Welcome to McDonald’s Team!

Case Study • SABRE Awards, EMEA, The Baltic, Gold, 2019

Fast food brand McDonald’s used a multiplatform approach to boost its image as a good employer and attract employees of all ages in Poland.

Taco Bell: Big Bell

Case Study • SABRE Awards, EMEA, Publicity Stunt, Gold, 2019

Taco Bell, the US fast-food brand, harnessed the power of Big Ben and rickshaw drivers to launch its first London restaurants.

McDonald's UK: Food, restaurants and people: promoting and protecting McDonald's license to operate

Case Study • SABRE Awards, EMEA, Corporate Media Relations, Gold, 2019

Fast-food brand McDonald’s delivered a reputation communications strategy that positioned it as a business changing for the better, to maintain and deepen trust among audiences in the UK and Ireland.

How KFC China tapped game data to drive sales

News • 23 May 2019

An ambitious project by KFC China that saw it go deeper into gaming than ever before proved to be effective at driving sales while spending nothing on media.