Burger King is one of the largest fast food restaurants retailing chain. The company is recognized for its signature Whopper burgers, which are sold through more than 12,512 restaurants globally (Quest to reverse slumping sales). Burger King has recently been overtaken by Wendy’s, losing its second place within the hamburger market. Consumers are looking for better quality food and are willing to pay extra. Burger Kings competitors have been taking an advantage of this trend and emphasis their menu on quality and freshness.
Brand Profile
Every day, more than 11 million guests visit BURGER KING restaurants around the world. And they do so because our restaurants are known for serving high-quality, great-tasting, and affordable food. Founded in 1954, BURGER KING is the second largest fast food hamburger chain in the world. Our commitment to premium ingredients, signature recipes, and family-friendly dining experiences is what has defined our brand for more than 50 successful years.
Problem and Overall Objective
The goal is to give Burger King a healthier image and increase sales.
Ultimately, we want to make Burger King top of mind in the healthy fast food category. We need to persuade current customers to sample our new fries that have 40% less fat, while eventually drawing in new customers who are already eating healthy. By showing that Burger King can be a part of a healthier alternative, we will spark the change in consumer’s perception of the brand from an unhealthy image into a more nutrition one.
Advertising Problem:
The advertising problem for Burger King is that there is a lack of communication as to why Burger King is better than the other fast food chain. This is an issue because Wendy’s has over taken second position in the hamburger market. Consumer’s wants healthier food and it’s up to us to communicate the benefits of Burger King and why Burger King is better overall value than any other fast food restaurant.
Positioning Strategy Statement
For busy people that need healthier food options, Gratifries is 40% less fat and 30% fewer in calories that satisfy your need to indulge without the guilt. Competitive Profile
Mc Donald and Wendy’s are the major competitors in the fast food industry. The consumers are responding to healthy alternatives and quality food. Wendy’s has overtaken Burger King’s second position in the hamburger market. Target Market Profile
To whom are we talking to?
Young males that are heavy fast food users
Families that are busy balancing schedules
Health conscious teens/adults
Advertising Objectives
To increase brand awareness
Continue communicating with the audience to increase brand awareness Billboard, Television Commercial, Radio, In-store advertising
To alter perceptions currently held by consumers about Burger King Change the perception that Burger King is unhealthy
To present a completely new image for Burger King
Create a positive image for Burger King. Burger King is healthier than the leading competitors. To launch a new product into the marketplace
Launch a new product called Gratifries into marketplace
To attract a new target market to a brand
To attract Canadian families which are looking for healthier food options but aren’t totally willing to give up the fast food
To create trial or to encourage action
“A program that will offer consumers free samples of Gratifries between noon and 2 p.m. every Friday from Oct. 11 to Nov. 1” (Twiss)
The Message Theme
On the basis of no change of the taste, Burger King trims 40% fat to reduce the guilty feeling for the heavy users who are looking for wholesome food options but do not want to give up the fast food they love. The Support
Burger King Gratifries are 40% less fat than the leading competitors and doesn’t sacrifice on taste. The nutrition facts show that Burger King Gratifries have 10g of fat per medium serving compared to McDonalds fries which has 17g of fat. The focus group enjoys the great taste and feels less guilty about indulging. They realize the benefits of choosing Burger King Gratifries as a healthier alternative when compared to the leading competitor.
Focus Group Responses
“Gratifries are a great way to satisfy your craving without sacrificing your
figure” -James Dawson
Rational Reason:
Offers free sample in store on Friday between noon and 2 p.m. 40% less fat than other fast food of competitors
The taste is great
Emotional Reason:
Burger King is trusted brand
Gives less guilty feeling
It’s a great and healthier alternative of other fast food
The Constraints / Mandatories / Practicalities
Legal protection for trade marks
Logos
Product – Gratifries
40% less fat than other competitors
Approvals:
Date 01 Nov. Final creative presentation
Budget: 5 million
Media: In-store promotion, Billboard, Television Commercial, Radio, Magazine, Internet , Public Relationship Brand Manager: Felicity My Hanh Nguyen
Brand Coordinator: Jialiang Chen
CFO: Joshua Kobza
http://www.docstoc.com/docs/98821978/Coke_creative_brief
http://www.docstoc.com/docs/125955589/CreativeBrief
http://www.docstoc.com/docs/128067028/Levis2-Creative-Brief
http://stephanieduval.weebly.com/uploads/1/8/9/5/1895280/mcdcreativebrief.pdf http://www.slideshare.net/undeadkennedy/mcdonalds-campaign
