1. The King Is Dead
Stephanie Lin
Christine Marchetti

2. Burger King
• 2nd largest fast food hamburger
chain in the world
• James McLamore& David
Edgerton founded in 1954

3. The Original King
• Advertising mascot created in 1955
• Used to target children
• “Burger King, where kids
are king!”

4. Transformation of the King
• Marvelous Magical Burger King
• Campaign compared to McDonald’s McDonald Land
featuring Ronald McDonald in 1976
• Ruled “Burger King Kingdom”
• Burger King Kids Club Gang
• King went on hiatus in 1989
• Return of the King in 2003

5. Chrispin Porter &Bogusky
• Fully integrated advertising agency
• Specializes in business challenges
• Represents:
• Under Armour
• Coke Zero
• Dominos
• Took over BK advertising account in 2003

6. Chrispin Porter &Bogusky
• Chrispin Porter &Bogusky
• Implemented new campaign
• Caricatured version of “The King”
• Viral Marketing

7. CP&B Ad Campaigns
• Waking Up with the King – 2004
• Square Butts- 2009
• Kings Gone Crazy- 2010

8. Problems
• Lost sight of true target market
• Focused on price and fun rather than food itself
• Sales were dropping
• 2.3% decline in world wide same store sales 2010

10. New Management
• 3G Capital bought BK holdings for $3.26 billion
in Spetember 2010
• New CEO:
Bernardo Hees
• Fired CP&B
in March 2011

11. “Burger King Corp. and Crispin Porter +
Bogusky have enjoyed a tremendously
successful relationship over the past
seven and a half years. During that time,
our creative partnership resulted in
countless innovative and engaging
campaigns for the BK brand. We are
incredibly proud of all that we have
accomplished together, but have
mutually decided that now is the right
time to part ways. We are fans of each
other’s work and wish each other much
success in the future.”

12. McGarryBowen
• Chicago/New York offices
• Represent:
• Marriot
• Verizon
• Disney
• Offered BK original and innovative thinking

13. Competitors
• McDonalds
• “It’s what I eat and what I do… I’m lovin’ it” 2005
• television ads, new packaging,
an updated Web site
• Ronald McDonald teaching children
to eat well and stay active.
• Wendy’s
• Drop iconic red wig
• 2008 focus on authenticity of food.
• "We must raise the bar in 2008,”
- CEO Kerrii Anderson

14. Objectives
1. Showcase food
2. Broaden and specify target market
• Diverse demographic & mothers
*All in hopes to raise sales*

15. California Whopper

16. Free Fries Friday!
December 16, 2011

17. Execution & Future Plans
What’s Out What’s In
$1 Value Menu Asian Chicken Salad
Mango Smoothies
Earth Tone Decor Red and black interior color
Young male target market Offering something for everyone,
especially females
THE KING Nicer booths and seating option
Chrispin Porter &Bogusky McGarryBowen

18. Strengths & Weaknesses
Strengths Weakness
New direction More focus on mothers
Defining a new target market Lack of circulation
Reason to “return to burger king” Measureable objectives

19. Tactics
• Social Media
• Facebook& Twitter
• Paid Media
• Commercials and other print advertisements
• Earned Media
• News Releases

20. Alternatives
• Create measurable objectives
• More interactive ideas
• Utilize social media

21. Framing of Attributes
“Characteristics of objects and people are accentuated.”
• Focus on food
• Fresh ingredients

22. Evaluations