This document provides strategic elements for a new marketing campaign for Burger King to tell a compelling story about "great taste" and why consumers anticipate it. It discusses how hunter-gatherers learned to cook food over fire 1 million years ago, arousing their sense of anticipation as they waited to feast. The brand belief is that "patience rewards you." The document explores how taste and anticipation relate to Maslow's hierarchy of needs and outlines strategic maps and archetypes to position Burger King as a brand that rewards patience.

1. In Anticipation
of Great Taste
Strategic Thinking: Brand & Creative
Development #2: Oct. 18, 2012
The Pitch Agency
CHAPPY

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

3. Brand Belief
Patience rewards you

4. Universal Need
As hunter-gathers learned to use
fire to cook 1 million years ago new
aromas, preparations and kinds of
food aroused their sense of
anticipation as they waited to feast
 Maslow: Self-actualization, Fulfillment

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
Speed Eating Savoring
Food

7. Context
Savoring
Mood Enhancer The Feast
Fast Food Food
Quick Fix All you can Eat
Speed Eating

8. Map 2
Patience
Unoccupied category
potential
Quality Value
Right Now

9. Context
Patience
The Best Better
Quality Value
A deal Accessible
Right Now

10. Archetype: Sage
GOOD THINGS COME MOST TRUSTED MAN
TO THOSE WHO WAIT BE TRUE IN AMERICA

11. Archetypal Values
Sage’s are individuals pursuing of the
truth, analyzing and interrogating facts
to 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. Consumer Affinity
Burger King users can relate to:
 Old Spice
 Hyundai
 Google
 Nike I. D.
 Sports Illustrated
 Doritos
 Adam Richman - Man Vs. Food

13. Brand Compass
Brand Belief: Patience rewards you
Universal Need: Self-actualization, Fulfillment; fire-grilled food
arouses the senses of anticipation
Category Context: Good things come to those who wait
Archetypal Meaning: Exposing anticipation of taste
Borrowed Memory Structures: Underdogs, Coming from behind
to win, Christmas day, Mom’s cooking, Maturing investments
Brand Benefits: Fire-grilled flavors

14. Manifesto:
‘Patience Rewards
You’
Have you lost self control when it comes to eating? Has fast food
made you impulsive, willing to gorge yourself at anytime, in any
place?
Whatever you do delay, postpone, slow down your hunger. Don’t
you know that good things come to those who wait?
Burger King patiently fire-grills, slowing down eating so you can
enjoy what’s to come.