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BURGER KING
Campaign Plans Book
The Queens Advertising Agency
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CONTENTS
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Demographic
Situational Analysis
SWOT Analysis
Competitors
Research
Media
Creative Brief
Consumer Purchasing Behavior
Press Release
Campaign
Credits
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DEMOGRAPHIC
Women, age 45-54, Graduated High School, $75,000-$149,999,
other employed (Sales and Office)
MINI-SAGA
Jennifer Hadley is a 48-year-old secretary for a law firm. She works five
days a week year round. Her and her husband Bill live in Oklahoma
City. After graduating high school she started her family then started her
job. It takes their combined $80,000 to support Jennifer, Bill and their
two kids: Sarah, 13; Bill Jr., 9.
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SITUATIONAL ANALYSIS
HISTORY
James McLamore and David Edgerton founded Burger King in 1954. In
1957 Burger King introduced The Whopper. This led to the ad campaign
“Home of the Whopper,” which was an instant success.
The Burger King franchise began expanding around the United States and
eventually the world in 1963. The Pillsbury Company bought Burger King in
1967 and the franchise was growing quickly with 275 restaurant locations.
Burger King debuted another famous ad campaign, “Have it your way,” in
1974. A year later Burger King opened its first European store in Madrid
Spain.
Breakfast was introduced in 1985 with the Croissant’wich. 1986 was
a successful year with 546 new restaurant locations. Burger King was
operating 4,743 stores in 25 different countries. Sales had reached
$4.5 billion.
Grand Metropolitan PLC bought out the Pillsbury Company along with its
subsidiaries, Burger King, for $5.8 billion. With new management Burger
King focused on international growth. New restaurants were opened in
various European, South American and Middle Eastern countries.
In 1997, Diageo PLC was created because Grand Metropolitan and
Guinness merged together. Diageo wanted to focus more on the spirits and
liquor industry instead of the food and restaurant industry. Burger King was
sold to numerous private companies in 2002.
Burger King was listed on the New York Stock Exchange in 2006 and
became a public company. However, on October 19, 2010, 3G Capital
bought Burger King Holdings. This resulted in Burger King becoming a
private company again.
CURRENT SITUATION
Burger King Corporations is the second largest fast food hamburger
restaurant in the world. There are almost 13,000 restaurant locations in
more than 85 countries with over 38,500 employees. Burger King made
a profit of $66.8 million, which was an increase of $18.2 million from the
previous year.
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SWOT ANALYSIS
STRENGTHS
• Huge popular brand name and high brand loyalty
• Burger King serves a lot of burgers that is typically not available in
other fast food restaurant
• Product differentiation with large size
• Growth model not very capital intensive
• Strong brand equity in fast food
WEAKNESSES
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High fat and high calorie food not good for health conscious people
Franchise management
Burger King does not advertise their products like their competitors
Lesser international appeal
OPPORTUNITIES
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Introduce home delivery
Open new branches and outlets
Advertise more
Product improvement, tailoring it as per tastes of people around the
world
THREATS
• Threat from other eating joints/restaurants
• Health concerns among general public
• Food costs are rising higher than standard inflation
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COMPETITORS
MCDONALD’S
• Largest fast food market share in the world
• Brand recognition valued at $40 billion
• $2 billion advertising budget
WENDY’S
• Third largest burger chain with around 6650 locations
• Popular for its taste and use of fresh beef instead of frozen
• Effective marketing and advertising
SUBWAY
• Largest fast food restaurant chain in the world by the number of
outlets
• Choice of healthier meals
• Marketing and promotional strategies
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RESEARCH
According to an online survey sent out, 97% of our audience looks for
quality of food first when choosing a fast food restaurant. This is followed
by 67% who value location/availability and 54% who consider the price.
In reference to Burger King’s advertisements, a majority said that they see
ads sometimes rather than rarely or often. Almost 80% of our audience say
that they see Ads on television most often. We then asked our audience
to rate their experience at Burger King on a scale from 1 to 5 (5 being
excellent). We established the assumption that most of our audience would
give Burger King an average rating due to the 38% who selected “3” on
the survey. When asked: “What do you believe Burger King’s greatest
flaw to be” our results varied. Most survey takers expressed their concerns
that Burger King’s food quality, advertisements, and reputation does not
compare to that of competitors. These results helped build our campaign.
Other than Burger King, which fast food
restaurant do you prefer?
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MEDIA
OVERALL BUDGET: $47,000,000
• Media: $38,540,000
• Production: $4,700,000
• Coupons: $3,760,000
MEDIA BUDGET
• Television: $7,708,000 (20%)
• Billboards: $7,708,000 (20%)
• Print: $11,562,000 (30%)
• Social Media: $11, 562, 000 (30%)
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CREATIVE BRIEF
TARGET AUDIENCE
Women, age 45-54, Graduated High School, $75,000-$149,999,
other employed (Sales and Office)
OBJECTIVE
To establish a wider consumer base and building consumer loyalty in
present customers by providing quality food To establish in the mind of
our costumers that Burger King is the most reliable fast food restaurant.
STRATEGY
To convince a younger audience to want Burger King over other popular
fast food restaurants so that their parents will take them there. To create
advertisements that target a younger audience. To expand our consumer
base by convincing a younger demographic to visit BK instead of Sonic,
McDonald’s, Whataburger; to improve the product sufficiently to build
consumer loyalty in that demographic because they want quality food.
INSIGHT
The consumer identifies their preferred fast food restaurant based on his
or her own tastes and attitudes toward fast food.
SUPPORT
According to an online survey, 97% of our audience rated “quality of
food” as the top thing they look for in fast food.
CONSIDERATIONS
Burger King is the 2nd biggest fast food chain in the country.
TONE
Informational, motivational, lighthearted
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CONSUMER
PURCHASING
BEHAVIOR
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PHASE
ACTION
Need Recognition
Target audience has been established
through research. Primarily women 4554 post-high school wanting fast food.
Determine method of creating top-of-mind
awareness in TA for Burger King.
Information Search
Message appears in media determined
by MRI+ search to be appropriate for
TA. Message reinforces the relaxation /
reliability feature. Contact information
included in all ads to inspire further action
by consumer.
Evalution of Alternatives
Competitive analysis / SWOT has shown
where Burger King exceeds expectations
established for competing fast food
chains. Message to reflect Burger King
benefits vs. competitors.
Purchase
Messages continue to reinforce the
decision by the target audience to
purchase a Burger King meal. Messages
should create loyalty by making consumer
feel good about the purchase.
Post-Purchase
Follow-up evaluation to discover
consumer’s attitude toward purchase /
monitor social networking sites using
social media monitoring tool. Consumer
satisfaction surveys distributed to Burger
King customers for follow up analysis.
PRESS RELEASE
BURGER KING, THE RIGHT CHOICE!
Come enjoy a juicy burger with fresh vegetables and our freshly cut fries.
NORMAN, OK, April 13, 2014. Burger King is the second largest fast
food chain in the country, behind McDonalds. However, Burger King
serves higher quality ingredients burgers with a more nutritional value.
“What I love about Burger King is walking in and feeling like I’m
royalty,” said Kacey Rice, Student at the University of Oklahoma. “It also
helps that their food is always fresh and their drinks are one of a kind.”
Burger King is working on targeting a younger audience to come dine
with them, rather than their competing establishments. Burger King is
known for their “Have it your way” slogan, however they are promoting
a campaign with the slogan “Be your own king.” This is to encourage the
younger generation to be who they want to be.
Burger King is a place where you can come with friends to relax and
nourish your bodies after a long day of school or work. Our freshly made
fruit smoothies will bring you to a refreshing state that you’ve never felt
before. When the time of hunger strikes, be your own king and think
Burger King.
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CAMPAIGN
Research proved that creating an updated and more modernized
promotion for Burger King was essential. We decided to target a wider
audience in our “Be Your Own King” campaign. Through advertisements
and social media, we strived to target individuals of all ages and
genders. Through this campaign we hope to change the negative
stereotypes that Burger King may possess.
TELEVISION
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SOCIAL MEDIA
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BILLBOARDS
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PRINT
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CREDITS
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KELLY SWANSON
ELLEN PEARSON
Agency President
Account Planner
ABBY BISHOP
ALAYNA BROWN
Creative Director
Assistant Creative Director
MADISON MCPEAK
CLAUDIA PEREZ
Media Director
Research Assistant/PR
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