Burger King's 'Whopper Freakout' Marketing Campaign

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Burger King is headquartered in Miami, Florida, USA. For the fiscal year ended June 30, 2009, it recorded revenues of US$ 2.53 billion (Refer to Exhibit I for financial overview of Burger King). As of 2009, the fast food chain had global operations in the US and Canada, Latin America, the Middle East, Africa, and the Asia Pacific. The history of Burger King dates back to 1954, when two successful businessmen in the fast food industry, James McLamore (McLamore) and David Edgerton (Edgerton), set up a fast food restaurant called Insta Burger King, in Miami, Florida. They used this name as they wanted to emphasize the fact that the food would be made instantly and customers could eat it on the go...

Burger King mostly adopted the traditional methods of advertising until 2004 when it launched its 'Subservient Chicken' viral marketing campaign to promote its TenderCrisp chicken sandwiches. The campaign proved successful and was continued even in 2009. Buoyed by its success, the fast food giant started adopting a more innovative and unconventional methods of marketing. While the campaigns promoted Burger King's products, they also helped it increase its sales and revive its brand image...

Having identified the challenges, CP+B went ahead with trying to prove that the Whopper was America's #1 burger. The only way to do this was to demonstrate it, according to CP+B. Instead of carrying out market research or conducting taste tests or street interviews, the agency planned to do something that had never been done before. It devised an experiment. Rather than giving people a Whopper and noting their response, the agency opted for taking away the Whopper from the menu to see what would happen...

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