burger king | advertising campaign concept

The Introduction to Advertising course sheds light on advertising history to provide a context for current promotions trends and themes. Lectures cover the unique characteristics, strengths, and weaknesses of the different tactics and vehicles that make up the current marketing mix.

This campaign’s goal is to bring back Burger King’s consumers and draw in new ones. This Burger King campaign deploys louvered 2-sided motion billboards posted directly across the street from McDonald’s restaurants as a bold, unique approach. The louvers, in an open position, allow viewers to see a McDonald’s. Seconds later, the louvers will revolve to a closed position, which will eclipse the McD’s storefront to reveal the BK logo name in a macro scale. The “Return to BK Flavor, BK’s Flamer Flavor Redemption” appears in full view.

As a BK Member, a Whopper costs one just cent (¢1) or enjoy a Whopper meal for one dollar ($1) upon scanning the BK Member’s ‘BK Flamer Flavor Redemption” QR code. “Return to BK Flavor” is the headline that will be the voice of this BK program and serve as an alluring CTA. Print and digital ads also support the campaign’s marketing initiative.

The tone of this inimitable promotion uses bold current-day vernacular to maximize modern consumer appeal. Witty communication is rendered with bold earthy colors that confidently resonate with BK’s brand heritage in a simplistic, fun manner. The message is succinct to appeal to a diverse global demographic. A quick, straightforward read is the BK voice’s objective.