Burger King's 'Subservient Chicken' Marketing Campaign

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Case Details:

Case Code : MKTG233
Case Length : 23 Pages
Period : 2003-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Burger King Corporation
Industry : Fast Food
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Happy Fifth Birthday, Subservient Chicken! Contd...

Burger King had been known for its catchy television (TV) advertising since 1973 when it launched an ad featuring its employees, who sang, "Hold the pickles, hold the lettuce. Special orders don't upset us. All we ask is that you let us serve it your way!". This was followed by its successful 'Have it Your Way' campaign, in 1974, which encouraged consumers to order the burger the way they liked it. Over the years, the fast food chain continued to launch several innovative marketing campaigns that sought to promote its products. The Subservient Chicken campaign was launched at a time when Burger King was experiencing a drop in sales and a dwindling market share compared to its competitors such as McDonald's Corporation4 (McDonald's) and Wendy's International Inc.5 (Wendy's).

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The company planned to arrest the decline in sales and revive its brand image through this campaign...

 Excerpts >>

4] Founded in 1969, Wendy's International Inc. is a US-based fast food chain.
5] Pay-per view refers to a system where TV viewers buy events to view on TV screens through private telecast of the event purchased in their homes.

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