Monday, 11 February 2008

Sorry. No Whoppers here.

From Slashfood:

"You've probably seen those Burger King commercials where hidden cameras capture the reactions of customers who are told that they've discontinued the Whopper. Some folks get mildly irritated while a few people go ballistic. They're probably lucky someone didn't go over the edge and injure someone because of it. My favorite is the woman in the car who tells the person taking drive-thru orders that she wants to talk to the manager. As if he would have any say in what corporate decides will be discontinued.

But the ads have worked. The sales of Whoppers increased by a double digit percentage. It's not the only hoax BK pulled on customers. Another day the Burger King locations (in Las Vegas) said they didn't have Whoppers but gave the customers McDonald's and Wendy's burgers instead.

Customers didn't like that, but I wonder how many customers actually didn't get upset?"

Here's part of the article from WSJ

"Burger King, which began running the TV ads Dec. 9, credits the campaign for helping boost Whopper sales in the quarter that ended in December by a double-digit percentage. It "drove significant brand relevance and incremental sales," executives said on an earnings conference call last week.

The videotaped hoax was a twist on a market research technique called "deprivation research," in which marketers measure how loyal consumers are to a brand or product by taking it away from them. The insight gained helps marketers design new marketing and ad ploys that will resonate better with consumers."

This video will explain it better than a few quotes ever could.

What's brilliant is the way that it has self selected Burger King's outraged fans and made them into super charged brand advocates with their vociferous passion for the Whopper spread all over YouTube. It's also positioned the Whopper as America's favourite burger - just what it set out to achieve.

Hoopla. Well done CP&B.

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