Burger King flame broiled spot
Tom Dougherty, CEO – Stealing Share
11 December 2017
Burger King flame broiled spot fails on many levels
Burger King flame broiled hamburgers serve as the fast food chain’s differentiator, although it’s mostly just one versus McDonalds. Not everyone flame broils their burgers, of course. But BK markets it to the hilt, as it should.
But does it matter? Judging by its market share, which flips back and forth with Wendy’s for second place, it’s not the reason why people choose (or not choose) Burger King.
You are no doubt watching the newest ad that features a BK representative asking consumers which burger they like more. The Burger King flame broiled hamburgers or ones cooked on a flat top. Of course, they pick the flame broiled ones. Who wouldn’t?
“So how’s that any different than from the Burger King flame broiled hamburger spot? BIG difference. Coke sports a brand. Burger King does not. What the hell does being a Burger King eater mean?”
There are a few ways to think about this spot. From a researcher’s standpoint, the test is amazing faulty. If BK wants to really find what eaters prefer, they’ll do a blind taste test. Without biasing it with the flame broiled moniker. (Based on our experience, respondents wouldn’t tell the difference.)
Burger King flame broiled similar to Coke tests, but missing a key ingredient
However, BK attempts a version of a similar test many years ago by Coca Cola. When Pepsi stole market share from Coke, the powers that be at Coca Cola panicked. Was Pepsi’s soda better?
So Coke performs blind taste tests. And Pepsi emerges preferred. So Coca Cola trots out New Coke, and we know how that turned out. Pepsi, alighting on that fact, introduces the Pepsi Challenge.
But someone at Coca Cola smartens up. The chain does the same test only allowing drinkers to see the brands on the cans. Once the respondents see the Coca Cola brand, it becomes the preferred choice.
So how’s that any different than from the Burger King flame broiled hamburger spot? BIG difference. Coke sports a brand. Burger King does not. What the hell does being a Burger King eater mean? It means nothing. That’s why the campaign is so forgettable.
The campaign represents that a tactic fails when there’s no meaningful branding behind it. That’s why, in typical BK fashion, it’ll trot out a new campaign shortly that’s just as meaningless.
Work on the brand, BK, and the flame broiled burger spot will better resonate.
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