ICYMI: In February 2020 Burger King Corporation launched an ad campaign announcing no more preservatives in its food… with this daring image. A rotting burger.
Yes, it’s a bit tough to swallow (ha!), but as far as a jaw dropping ad campaign goes, it is also freaking spectacular.
The Goal of Advertising
Recall what an ad campaign is supposed to do: it’s supposed to get your attention. It’s supposed to be provocative and edgy, so you can absorb a relatively banal topic (no preservatives? Yawn) with interest. It’s meant to educate you and make you think about the product / service / offering differently. If done well, it’s meant to do all this and elicit an emotional response and leave you feeling differently about the brand.
So let’s go back to the Burger King ad now. Consider it. Then ask yourself:
-Does it get your attention?
-Did you try to understand the message?
-Do you have an emotional reaction to it? Maybe more than one?
-Is it provocative?
-Do you now know something about Burger King that you didn’t before?
-Did your perception of Burger King change?
Ad Campaign Analysis: A Whopper Win
For me, this ad campaign hits it out of the park on every one of these points. Not to mention the emotional spectrum this brand delivers: my first initial feeling (disgust) to digesting (ha!) the ad and its message (neutrality) to seeing the brand differently (likeability) as a result of this campaign. All in one ad! 💥
This is a fantastic example of effective advertising at work, and let’s take a minute to appreciate the guts to run this. If you were head of marketing for a food company, would you’ve run this ad? Fantastic work from agencies Ingo, Ogilvy and Grey. And hats off to Fernando Machado, the Chief Marketing Officer at Burger King, for the courage to run this.
What do you think?
Does this change your perception of Burger King?
Do you find the ad compelling?