Thursday, April 5

Exciting Things Are Happening at Burger King

In what feels like a radical departure from their previous marketing attempts, Burger King just launched a new advertising campaign with a whopper of a celebrity line up.  Now we knew that the brand was walking away from their King, at least for awhile, but who knew they'd invest this kind of talent to announce their new line up of foods including smoothies, chicken entrees, and salads.

Clearly the brand is signaling a new brand experience in their restaurants.  Titled "Exciting Things Are Happening at Burger King," the executions establish new server "characters" amid a line up of celebrity customers.

Like David Beckham, "hi beautiful", fresh off his H&M body wear debut:

The campaign also features Jay Leno and a nerdie Selma Hayek.  You can also watch the commercials on the website, as well as learn more about the new products including new competition for Starbucks and McDonald's in the coffee range.

The food looks delicious and clearly the brand is inviting new customers into what promises to be a fresh brand experience.  It'll be interesting to see if people line up for the new line up.

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect and The Experience Effect for Small Business
Professor, NYU

1 comment:

  1. A company can try to change their story, but until the experience in the actual stores improves, I am afraid the story the customers will continue to tell is "dirty stores, employees who are disconnected from the customer, and dirty plastic furniture that escaped from a Jetson's episode." In my area of the world, (the westside of the greater Phoenix Arizona area) the story has little to do with the food and more to do with the experience..which, of course, is what your work is all about. Oddly, I am a fan of BK food (was in there today) but my family won't go near the place. I can help BK with their story, but they'll still need to pick up some soap and water.