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    Bk Present Bk Present Presentation Transcript

    • Burger King
      Big is Delicious
    • Background
      2ndlargest hamburger chain in the world
      12 000 restaurants worldwide
      75+ countries
      Serve 15.7 million customer per day
    • Background Cont.
      2% market share in fast food market in Canada
      4% market share in burger chain market
      $20 316.1 million industry
    • Why it Failed.
      WHOPPER VIRGINS
      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
    • Failed Camp
      "The ad's not even acknowledging that there's even hunger in any of these places.”
      ~ Marilyn Brochardt, development director, Food First
    • 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
    • Failed Camp
      “embarrassing and emblematic of how ignorant Americans still seem to the rest of the world”
      ~ AdFreak
    • Primary Research findings
      Taste and Size of burgers form the main reason for choosing
      a particular burger to eat
    • Primary Research findings
    • Primary Research findings
    • Print Ad 1
    • Print Ad 2
    • Print Ad 3
    • Taste test
      VS.
    • Thank you