BRAND REFRESH

Background & Challenge

People weren’t craving Burger King like before; we needed to get lapsed and new guests to give BK another try.

Insight

People had feedback for the menu items, but no one was listening.

Concept

• Listening and co-creation: Listen to customer complaints

• Direct access to Tom Curtis, BK’s President for feedback

• Make Tom unmissable in pop culture to hold BK accountable for change

Strategy

Go-to-market like a franchise movie brand. Show up in iconic programming, placements, and cultural voices to make guests feel heard.

Results

• Whopper search queries increased 500%

• 2.2% lift in ad recall