Campaign details
Brand: Burger KingBrand owner: Burger KingAgency: Wunderman Thompson KSAMarket: Saudi ArabiaIndustries: Restaurants & takeawaysMedia channels: Online video, Point-of-purchase, in-store, Social mediaBudget: Up to 500k
Executive summary
Despite an increase in the value of quick service restaurants (QSR) by 6% to reach sales of SAR27.2bn in 2018, Burger King's value share within the category dropped from a peak of 4.5% in 2014 to 4% by 2018 (Source: Limited-Service Restaurants in Saudi Arabia – Country Report June 2019 Euromonitor International).
Burger King was losing market share...