Universal NeedFor 1 million years fire hasbrought mankind together toprepare food and feast upon it Maslow: Love, Belonging
Logic Flow “Freedom” Great taste is a journey not a destination Love-BelongingFast food tastes fast, When good food is reminding me I’m shared, patience OR ‘A taste for more’ eating “fast food” counts You can only savor what you have time Consumer & to taste Maslow Taste is King Cultural Insight “Anticipation”
Archetype:Explorer ANOTHER DAY.NO RESERVATIONS ANOTHER NEVER STOP EXPLORING ADVENTURE.
Archetypal ValuesExplorers are independent, curiousindividuals discovering and plotting‘the way.’ Burger King is: Pioneering: fire-grill experience Adventurer: BBQ menu innovations Wanderlust: locations in 73 countries Iconoclast: The Whopper Individualist: in pursuit of ‘great taste’
Consumer AffinityBurger King users can relate to: Bing Red Bull Jeep Beats Kayak.com Dunkin Donuts Ray Ban
Brand CompassBrand Belief: Pursuing great taste never endsUniversal Need: Belonging, Grilled food tastes better when it’ssharedCategory Context: Fast food shouldn’t taste fast all the timeArchetypal Meaning: Exploring the journey of tasteBorrowed Memory Structures: Why men don’t ask for directions,following your nose, mobile device as a sixth sense, scavengerhunts, Great Taste AwardsBrand Benefits: Fire-grilled flavors
Manifesto: ‘InPursuit of GreatTaste’We don’t eat the first thing we see. Our eyes aren’t bigger thanour stomachs. Wolfing down food fast is for animals not kings ofgreat taste.And since 1957 Burger King has been on a singular mission topursue great taste morning, noon and night, no matter thesacrifice or time.When great taste is discovered it is shared, eaten socially by allwho can appreciate life’s new tastes.