D&AD Burger King Entry 2019
Connor Montford & Rob Wellings
Advertising & Brand Management - Staffordshire University
The Back Story
The Whopper is everyone’s favourite burger. As long as you are a 50-year-old living in America. The truth is that, when it comes to food quality perception, there is a big gap between older and younger generations.
Younger people are more critical and more skeptical. They think Burger King pre-cook the Whopper and then reheat it in microwaves. That they paint fake grill-marks and use liquid smoke instead of actually flame-grilling. That the veggies come dehydrated from a factory and have to be reconstructed like some crazy astronaut food.
That’s why in the US 18 to 24 year olds consider buying Burger King 10% less than 50 to 64 year olds. In the UK, for instance, this figure is even lower, with 16 to 24 year olds considering buying Burger King 20% less than their 35 to 49 year old counterparts.
The younger generation doesn’t have the same level of ‘Whopper Love’ as those who came before them. The great qualities of the Whopper are unknown to the younger folks.
Develop a PR-able idea for Burger King to highlight these key attributes as a reason to believe in the Whopper’s superior taste.
To get rid of the preconceptions, we aimed to take Burger King away from the fast food venue, creating a fake, high-end gourmet restaurant, but everything under the skin is still Burger King.
On the 'opening night' the restaurant will be selling their flagship burger, which is just The Whopper.
Filming everything from behind the scenes, from preparing the meal, serving and the customer reactions, especially when they're told what they are eating.
The event will be promoted through fake social media accounts such as Twitter and Instagram, promoters handing out
flyers around the event and tie's with student app UNiDAYS, promoting the event (and free food!).
Thank you for viewing!
Connor & Rob