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.