BURGER KING - BUNDLES OF JOY (Case Study) | Campaign скачать в хорошем качестве

BURGER KING - BUNDLES OF JOY (Case Study) | Campaign

BURGER KING - BUNDLES OF JOY (Case Study) | Campaign 1. Background Burger King wanted to establish themselves as the ultimate place to go for total food satisfaction- a feeling unlike (almost) any other. The brand platform ‘Foodfillment’ gave this feeling a name, but we needed to bring it to life in a new campaign. The issue was that Burger King’s marketing budget can never compete with its fiercest competitors, so in order to get our brand message noticed, we had to embed ourselves into a cultural truth that would truly stand out. 2. Creative Idea The campaign aimed to encapsulate the exact moment of total food satisfaction by using real images of mums who turned to Burger King for their first postpartum meal. The headline on each print execution showcasing the precise time their food arrived, while playfully hinting towards the language used in maternity wards to describe when babies are born. Alongside the nationwide out of home, Burger King launched a social film that encapsulated the raw, authentic moments leading up to a mother’s first meal and ‘The Grill Line’, a bespoke hotline that provided free Whoppers to new mums. With the project being launched on September 26th, the day most babies are born in the UK. 3. Insights & Strategy Through research, including a survey of over 2000 UK mums, we discovered that for many, the food you have straight after birth is one of the most amazing and unforgettable meals of your life. What’s more, a burger and fries were among the most wanted post-birth indulgences, with over a third of mums (39%) indicating they would have appreciated a burger and fries as their first meal after delivering their baby. ‘Bundles of Joy’ was a campaign born from that insight. 4. Execution It was incredibly important that this campaign was completely genuine and true to the birthing experience. As a result, every photograph used in the campaign was one that was authentically taken by the mother’s partner, without any intervention from Burger King. To help ensure that the mother was the hero of each visual, we made sure to strip back the print campaign as much as possible - one headline, one logo. The film aimed to encapsulate the whole experience of that final day of pregnancy, culminating with a satisfying food moment from Burger King. Again, each clip was legitimately sourced to help showcase the true experience of birth. We also launched the ‘Grill Line’, a bespoke hotline that provided free Whoppers to new mums, with a delivery occurring every 36 minutes. 5. Results ‘Bundles of Joy’ garnered 100+ pieces of earned media, reaching an audience of over 300 million in titles such as the Daily Mail, New York Post, The Independent and many more. The impact could be seen on sales too, with Burger King seeing a 15% increase in families dining in with kids, and an 18% increase in families ordering on the go with kids, the week after the campaign went live. Credits Agency: BBH / London PR / Marketing Agency: The Academy / London Production Company: Magna Studios / London Music / Sound Production Company: Black Sheep Music Post Production Company: Elmntl; Wellcom / London