Marketing Campaign

Analysis
Burger King
What is the Ad?
What is the Ad? Premises Why the Ad? Target audience Impact Performance

Burger King
burning Real images of burning
stores
stores print

Flame
Introspection by BK? grilled since
1954
What are the premises?
What is the Ad? Premises Why the Ad? Target audience Impact Performance

Serve burgers at any cost : Familiar

satisfied customer –satisfied firm Flame grilled
places –
is a popular
long lasting
burger
impression

Admission of failure is accepted

Tragedy Real life
grabs incidents are
attention easily
faster remembered
Failures are remembered easily by customers

Flame
Print campaign
grilling
catches
Customers can easily relate to real life incidents attention easily
gives tasty
burgers
Why the ad?
What is the Ad? Premises Why the Ad? Target audience Impact Performance

Complicated moment transformed

Originality and novelty of the idea Failure into advantage
into a powerful image

Images from Italy,

Oregon, Pennsylva
nia – reach wide
audience
BurgerKing owns Witty, playful and
up to its failures – authentic – simple
no attempt to run and cheap
away

Striking images
Who is the target audience?
What is the ad? Premises Why the Ad? Target audience Impact Performance

Ideal ad for the digital age

Print and publications: Reaches wider audience

• Targets everybody with access to printed media Viral on social media – reaches everybody
(magazines and newspapers)
with access to internet and smartphones
• Accessible to all segments of the society

• Teens, blue collar workers, lower and middle

class families Cool ads excite consumers – capitalizes on
• People who prefer fast food often this type of audience

• Drive thru buyers

• Travellers Touches witty and humorous side of

• Frequent as well as occasional readers of magazi everybody – everybody is potential buyer

nes and newspapers
Impacts and advantages
What is the ad? Premises Why the Ad? Target audience Impact Performance

• Unique and originality of Burger King: Highlights the creative and witty side of Burger King

• Introspection :Portrays Burger King’s attempt to learn from its mistakes

Organization with
• Ability to move on : Shows that Burger King doesn't get hung up on the past integrity –doesn’t
hide facts or
• Differentiates from usual ads from competitors spread false news

Abled and creativ

e leadership sets
Burger King apart
–cheap advertising
Customer focus – with maximum
thinks about cust impact Appeals to
omer even in tim the creative
es of crisis side of
consumers
Performance
What is the ad? Premises Why the Ad? Target audience Impact Performance

Top print and publishing

Cheap and powerful Viral in the modern,
prize at Cannes Lions
advertisement digital media
festival

Reached Actual store images used Impacted

people from people from
all Appeals to wide audience - Personal connection for different
segments people industries

Sources:
• http://www.burgerkingindia.in/
• https://economictimes.indiatimes.com/
• http://adage.com/
• https://www.adweek.com