Fernando Machado and Burger King did it again: another victory tour of Cannes Lions started with 4 Golden Lions for the ‘Moldy Whopper’ print campaign this week.
Découvrez ici tous les Lions Print & Publishing de Cannes Lions 2021
The campaign showcases Burger King’s new preservative-free policy for its signature burger. Visuals are not for those with sensitive stomachs: the campaign featured a series of print ads and a time-lapse video showing a Whopper going off.
“We have a shorthand that our marketing team uses: transforming from a kingdom to a fandom. We want to move away from a kingdom, where communication is one way, towards a fandom, where it’s a two-way conversation, where we communicate and develop new products that are relevant to our guests.” Ellie Doty, Chief Marketing Officer Burger King North America
CMO Fernando Machado (nvdr.: who left the company earlier this year) stated that the campaign was not about driving short-term sales, but rather to ensure Burger King’s decision to remove artificial preservatives from its food became “top-of-mind” for consumers. Another key objective was to “future-proof” the brand in preparation for changed consumer perceptions about “fast food” restaurants over the next few years.
According to Machado, the campaign has achieved some impressive results: around 8.4 billion organic media impressions so far with the majority of reported articles (88%) either positive (19%) or neutral (69%).
A lire aussi : À quel point la créativité est-elle efficace en publicité ?
Parallel research with research firm YouGov also revealed that the Moldy Whopper campaign reached a level of awareness 50% higher even than Burger King’s 2019 Super Bowl campaign, which Machado said was the most discussed of all the Super Bowl campaigns last year.
Examining the fast-food giant alongside its competitors on YouGov’s BrandIndex, Burger King has increased its net index score by 4.4 points since Machado took on the CMO position in October 2017, from -3 to 1.4. The index score is a measure of overall brand health, calculated by taking the average of impression, quality, value, satisfaction, likelihood to recommend and reputation.
Although driving short-term sales was not the main point of the campaign, even by this measure the YouGov research of more than 2,000 consumers found that “consideration to visitation” rates increased by 22.8% – a finding that Machado described as “truly remarkable”.
Ces deux campagnes merveilleuses ont aussi gagné :
- Le Chocolat des Français – Cannes Lions Print & Publishing
- Cannes Lions Print & Publishing: Magnum, Unilever
A lire aussi :
