Thisisntffooditsgrilling3

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Preliminary strategic development pitch work

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Thisisntffooditsgrilling3

  1. 1. In Anticipationof Great TasteStrategic Thinking: Brand & CreativeDevelopment #2: Oct. 18, 2012The Pitch AgencyCHAPPY
  2. 2. ObjectiveCurate strategic elements to tella new compelling story about‘great taste’ and why consumerswait for it
  3. 3. Brand BeliefPatience rewards you
  4. 4. Universal NeedAs hunter-gathers learned to usefire to cook 1 million years ago newaromas, preparations and kinds offood aroused their sense ofanticipation as they waited to feast  Maslow: Self-actualization, Fulfillment
  5. 5. 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”
  6. 6. Fast Food Map 1Speed Eating Savoring Food
  7. 7. Context Savoring Mood Enhancer The Feast Fast Food Food Quick Fix All you can Eat Speed Eating
  8. 8. Map 2 Patience Unoccupied category potential Quality Value Right Now
  9. 9. Context Patience The Best Better Quality Value A deal Accessible Right Now
  10. 10. Archetype: SageGOOD THINGS COME MOST TRUSTED MANTO THOSE WHO WAIT BE TRUE IN AMERICA
  11. 11. Archetypal ValuesSage’s are individuals pursuing of thetruth, analyzing and interrogating factsto promote knowledge. Burger King is:  Guru: fire-grilling  Philosopher: taste is king  Mentor: how to eat in a fast food world  Investigator: case studies in modern food  Analyst: uncovering fast food dogma
  12. 12. Consumer AffinityBurger King users can relate to:  Old Spice  Hyundai  Google  Nike I. D.  Sports Illustrated  Doritos  Adam Richman - Man Vs. Food
  13. 13. Brand CompassBrand Belief: Patience rewards youUniversal Need: Self-actualization, Fulfillment; fire-grilled foodarouses the senses of anticipationCategory Context: Good things come to those who waitArchetypal Meaning: Exposing anticipation of tasteBorrowed Memory Structures: Underdogs, Coming from behindto win, Christmas day, Mom’s cooking, Maturing investmentsBrand Benefits: Fire-grilled flavors
  14. 14. Manifesto:‘Patience RewardsYou’Have you lost self control when it comes to eating? Has fast foodmade you impulsive, willing to gorge yourself at anytime, in anyplace?Whatever you do delay, postpone, slow down your hunger. Don’tyou know that good things come to those who wait?Burger King patiently fire-grills, slowing down eating so you canenjoy what’s to come.

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