Burger King Creative Brief
Burger King
Client Brief
Prepared For:
KJFaubert Agency
Kathryn Faubert
MRK317MT
01 Nov, 2013
Marketing Information
Market Profile (Background/Overview)
Burger King is one of the largest fast food restaurants retailing chain. The company is recognized for its signature Whopper burgers, which are sold through more than 12,512 restaurants globally (Quest to reverse slumping sales). Burger King has recently been overtaken by Wendy’s, losing its second place within the hamburger market. Consumers are looking for better quality food and are willing to pay extra. Burger Kings competitors have been taking an advantage of this trend and emphasis their menu on quality and freshness.
Brand Profile
Every day, more than 11 million guests visit BURGER KING restaurants around the world. And they do so because our restaurants are known for serving high-quality, great-tasting, and affordable food. Founded in 1954, BURGER KING is the second largest fast food hamburger chain in the world. Our commitment to premium ingredients, signature recipes, and family-friendly dining experiences is what has defined our brand for more than 50 successful years.
Problem and Overall Objective
The goal is to give Burger King a healthier image and increase sales. Ultimately, we want to make Burger King top of mind in the healthy fast food category. We need to persuade current customers to sample our new fries that have 40% less fat, while eventually drawing in new customers who are already eating healthy. By showing that Burger King can be a part of a healthier alternative, we will spark the change in consumer’s perception of the brand from an unhealthy image into a more nutrition one.
Advertising Problem: The advertising problem for Burger King is that there is a lack of communication as to why Burger King is better than the other fast food chain. This is an issue because Wendy’s has over taken second position in the hamburger market.
Client Brief
Prepared For:
KJFaubert Agency
Kathryn Faubert
MRK317MT
01 Nov, 2013
Marketing Information
Market Profile (Background/Overview)
Burger King is one of the largest fast food restaurants retailing chain. The company is recognized for its signature Whopper burgers, which are sold through more than 12,512 restaurants globally (Quest to reverse slumping sales). Burger King has recently been overtaken by Wendy’s, losing its second place within the hamburger market. Consumers are looking for better quality food and are willing to pay extra. Burger Kings competitors have been taking an advantage of this trend and emphasis their menu on quality and freshness.
Brand Profile
Every day, more than 11 million guests visit BURGER KING restaurants around the world. And they do so because our restaurants are known for serving high-quality, great-tasting, and affordable food. Founded in 1954, BURGER KING is the second largest fast food hamburger chain in the world. Our commitment to premium ingredients, signature recipes, and family-friendly dining experiences is what has defined our brand for more than 50 successful years.
Problem and Overall Objective
The goal is to give Burger King a healthier image and increase sales. Ultimately, we want to make Burger King top of mind in the healthy fast food category. We need to persuade current customers to sample our new fries that have 40% less fat, while eventually drawing in new customers who are already eating healthy. By showing that Burger King can be a part of a healthier alternative, we will spark the change in consumer’s perception of the brand from an unhealthy image into a more nutrition one.
Advertising Problem: The advertising problem for Burger King is that there is a lack of communication as to why Burger King is better than the other fast food chain. This is an issue because Wendy’s has over taken second position in the hamburger market.