Advertiser: Burger KingAgency: Y&R New ZealandCountry: 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.
Our biggest competitor was a lot bigger:
In the burger world the biggest battle for customers' hearts and mouths boils down to No. 1 versus No. 2. That is: the pasty-faced Ronald McDonald versus the mustachioed Burger King. With 34% of the burger market, McDonald's was more than...