Marketing advisors to iconic brands & pioneering agencies
Marketing advisors to iconic brands & pioneering agencies
In 2004, Burger King traffic and sales had severely declined. Follower tactics like building playsets and offering salads and wraps weren’t working.
CP+B brought Burger King back into popular culture by reviving “Have it Your Way”, re-imagining the King and focusing on “superfans” who loved burgers and fries.
The polarizing campaign wasn’t trying to be all things to all people and Burger King saw twenty straight quarters of positive U.S. sales.
The idea behind this magazine insert was to get the icons of the BK brand, in this case the familiar crown we know from childhood birthday parties into the hands of folks who haven’t been to a restaurant for while.
Using official game footage and classic NFL Films music, these spots added to the legend of the King. But, wow, the effects don’t really stand up all these years later.