Burger King with Jon Carlaw of David, Miami
This is a discussion about the strategy behind the irreverent U.S. work and how it fuels Burger King's messaging. Positioned as "authenticity of people and food," Burger King loves to poke fun at McDonald's and at various issues in popular culture. They see McDonalds as projecting idealism versus BK's more authentic self. They're the smart, irreverent school kid poking fun at the teacher. See the work below. Also listen to our episodes on KFC and Wendy's.
Referenced work
Never afraid to address high profile social issues, Bullying is a spot that reflected the national attention being given to the problem of bullying in schools, forcing us, as adults, to face our own inaction.
Bullying
When net neutrality protection rules were quietly under threat by the FCC, BK tried to use Whopper pricing to explain the concept to customers in this humorous hidden camera spot.
Whopper Neutrality
Moldy Whopper, while not addressed in this interview, is a more recent example of the brand’s willingness to break taboos and conventions.
Moldy Whopper