Burger King: The McWhopper Proposal

This case study shows how Burger King, a fast food chain, successfully lifted brand scores by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Advertiser: Burger King Agency: Y&R New Zealand Country: United States

Objectives

Communications Challenges:

Salience is everything:

In the land of fast food, driven by value, taste and convenience, success depends on the customer thinking of your brand when they're hungry. In short: be top of mind or die.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands