How Burger King swapped gloss for realism
A new, preservative-free menu was little known and little cared for. So Burger King had to tap into the emotion of candid everyday life to show how they 'got' ordinary Mexicans.
Context
Burger King had recently pivoted to a preservative free, 'clean' menu. But awareness and perceptions of it were low. Earlier campaigns (like 'Moldy Whopper') had made a lot of noise, but hadn’t shifted sales in the way the brand had hoped.
Fresh thinking and creativity was needed to bring this proposition to life in a more meaningful way.
Objectives
- Increase relevance of a Burger King's 'clean' menu
- Increase awareness of Burger King's 'clean' menu
##Strategy
Burger King's research showed 59% of Mexicans wanted to buy quality things for a price they could afford. They also knew that so much of the advertising around us is aspirational and unrealistic.
So they looked to draw a connection between the realism of Mexico and the realism of their burgers.
They launched 'Non Artificial Mexico', an extensive outdoor campaign that showcased candid black-and-white portraits of working-class Mexicans eating Burger King’s burgers and fries, with the tagline ‘Real tastes better’, or ‘Lo real sabe mejor’ in Spanish.
##Outcome
The campaign generated 95% brand awareness, 98% positive brand sentiment and a 36.7% increase in sales.
Watch
The work
