Preliminary strategic development pitch work

1. In the Pursuit
of Great Taste
Strategic Thinking: Brand & Creative
Development #2: Oct. 17, 2012
The Pitch Agency
CHAPPY

2. Objective
Curate strategic elements to tell
a new compelling story about
‘great taste’ and why consumers
pursue it

3. Brand Belief
Pursuing great taste never ends

4. Universal Need
For 1 million years fire has
brought mankind together to
prepare food and feast upon it
 Maslow: Love, Belonging

5. Logic Flow “Freedom”
Great taste is a journey
not a destination
Love-Belonging
Fast 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”

6. Fast Food
Map 1
Predictable Flavorful
Food

7. Context
Flavorful
Fast Flavors Fresh Food
Fast Food Food
Fast Tasting Popular Food
Appearance

8. Map 2
Crafted
Unoccupied category
potential
Siloed Variety
Assembled

9. Context
Crafted
Dependency Authority
Siloed Variety
Commodity Democracy
Assembled

10. Archetype:
Explorer
ANOTHER DAY.
NO RESERVATIONS ANOTHER NEVER STOP EXPLORING
ADVENTURE.

11. Archetypal Values
Explorers are independent, curious
individuals 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’

12. Consumer Affinity
Burger King users can relate to:
 Bing
 Red Bull
 Jeep
 Beats
 Kayak.com
 Dunkin Donuts
 Ray Ban

13. Brand Compass
Brand Belief: Pursuing great taste never ends
Universal Need: Belonging, Grilled food tastes better when it’s
shared
Category Context: Fast food shouldn’t taste fast all the time
Archetypal Meaning: Exploring the journey of taste
Borrowed Memory Structures: Why men don’t ask for directions,
following your nose, mobile device as a sixth sense, scavenger
hunts, Great Taste Awards
Brand Benefits: Fire-grilled flavors

14. Manifesto: ‘In
Pursuit of Great
Taste’
We don’t eat the first thing we see. Our eyes aren’t bigger than
our stomachs. Wolfing down food fast is for animals not kings of
great taste.
And since 1957 Burger King has been on a singular mission to
pursue great taste morning, noon and night, no matter the
sacrifice or time.
When great taste is discovered it is shared, eaten socially by all
who can appreciate life’s new tastes.