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Bk Present

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  • 1. BURGER KING Big is Delicious
  • 2. Background • 2nd largest hamburger chain in the world • 12 000 restaurants worldwide • 75+ countries • Serve 15.7 million customer per day
  • 3. Background Cont. • 2% market share in fast food market in Canada • 4% market share in burger chain market • $20 316.1 million industry
  • 4. Why it Failed. • Culturally insensitive • Featured people from parts of the world where poverty and hunger • Are prominent • Did not receive as much reaction as intended due to search engine optimization errors WHOPPER VIRGINS
  • 5. Failed Camp "The ad's not even acknowledging that there's even hunger in any of these places.” ~ Marilyn Brochardt, development director, Food First
  • 6. Failed Camp “dressed up like a documentary, but it really seems to be more an echo of the offensive but wildly popular Borat in reverse, where exploiting cultural differences was the crux of the humour” ~ Trend Hunter
  • 7. Failed Camp “embarrassing and emblematic of how ignorant Americans still seem to the rest of the world” ~ AdFreak
  • 8. Primary Research findings Taste and Size of burgers form the main reason for choosing a particular burger to eat
  • 9. Primary Research findings
  • 10. Primary Research findings 0 1 2 3 4 5 6 Harveys Burger King McDonald's Wendy's Hero Burger Dairy Queen How would you rank the following burgers in the area of size
  • 11. Print Ad 1
  • 12. Print Ad 2
  • 13. Print Ad 3
  • 14. Taste test VS.
  • 15. Thank you

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