Niaksha shetty 19301F0003 TYBMS A FINANCE
CCPR ASSIGNMENT ( CASE STUDY ON BURGER KING)
Q1. Summarise the case
Solution: This case study is about burger king’s campaign called ‘we love “big”’. For many years
McDonald’s and Burger King has had a near iconic status in most fast food markets and McDonald’s
has secured a strong brand loyalty over the years for its most famous burger, the Big Mac.
Burger King decided to take out McDonald’s at its core by producing rival Big Mac which is the big
king! The target being the core group: Big Mac fans.
They did so by launching the we love big campaign under which customers could turn in any item
that had the word ‘big’ in it/them into unique coupons that would gain them discounts at Burger
King, it was based on the classic Japanese word association game, Ogiri, in which players give the
simplest and most logical answer in response to a question or topic.
People turned up with Big Mac boxes or receipts to gain the big king discount, results of this
campaign created a huge media buzz and was a top trend across various social media platforms for
several weeks, all of this lead to a 116% growth in sales compared to the previous year with
estimated media exposure worth U.S. dollars 3.3million, making ‘we love “big”’ burger kings most
successful campaign to date in Japan!
Q2. Do you think it was a good PR move. Give me your thoughts.
Solution: I believe it was a good PR move as it wasn’t just distribution of coupons where people
would come in and show the discount coupons and get a discount but it was something ‘BIG’ that
created a buzz, it was people looking for something that meant or stood for the word big and turning
up with that item in the store and the chaos behind looking for something that meant the word big
or had the word big in it, created a big buzz! so yes, I believe that it was a very good PR move!