{"id":40280,"date":"2021-06-25T08:33:31","date_gmt":"2021-06-25T06:33:31","guid":{"rendered":"https:\/\/wemedia.be\/magazinemedia\/?p=40280"},"modified":"2021-06-25T09:06:04","modified_gmt":"2021-06-25T07:06:04","slug":"cannes-lions-print-publishing-moldy-whopper-becomes-golden-whopper","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/cannes-lions-print-publishing-moldy-whopper-becomes-golden-whopper\/","title":{"rendered":"Cannes Lions Print & Publishing: Moldy Whopper becomes Golden Whopper"},"content":{"rendered":"

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.<\/em><\/p>\n

Ontdek hier alle Print & Publishing Lions van Cannes Lions 2021<\/a><\/strong><\/p>\n

The campaign showcases Burger King\u2019s new preservative-free policy<\/strong> 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.<\/p>\n

\"Cannes \"Cannes \"Cannes \"Cannes<\/p>\n

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\u201cWe 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\u2019s a two-way conversation, where we communicate and develop new products that are relevant to our guests.\u201d Ellie Doty, Chief Marketing Officer Burger King North America<\/em><\/div>\n<\/blockquote>\n

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\u2019s decision to remove artificial preservatives from its food<\/strong> became \u201ctop-of-mind\u201d for consumers. Another key objective was to \u201cfuture-proof\u201d the brand in preparation for changed consumer perceptions about \u201cfast food\u201d restaurants over the next few years.<\/p>\n

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%).<\/p>\n

Lees ook:\u00a0Hoe effectief is creativiteit in reclame?<\/a><\/strong><\/p>\n

Parallel research with research firm YouGov also revealed that the Moldy Whopper campaign reached a level of awareness 50% higher even than Burger King\u2019s 2019 Super Bowl campaign, which Machado said was the most discussed of all the Super Bowl campaigns last year.<\/p>\n

Examining the fast-food giant alongside its competitors on YouGov\u2019s 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.<\/p>\n