Burger King: Promoting a Food Fight

Burger King :Promoting A Food Fight

SUMMARY: Burger King: Promoting a Food Fight

ALL ABOUT THE CASE

CHALLENGING CONVENTIONAL WISDOM

Events: 2003 and 2004

2003 - Outcome of BK's performance and its competitors

> It turned out that:

* MC Do (No. 1), reported 9% sales jump to a total of $22.1 billion

* BK (No. 2), sales slipped about 5% to $7.9 billion

* Wendy (No. 3), had spiked 11% to $7.4 billion, putting it in a position to overtake BK

2004 - Burger King CEO Grad Blum's move

* reviewed the company's 2003 outcomes

* fired the firm's advertising agency Young & Rubicam (Y&R)

* award the advertising of BK Company to Crispin Porter + Bogusky

(Crispin)

The Advertising Agencies:

Young & Rubicam (Y&R) versus Crispin Porter + Bogusky (Crispin):

Young & Rubicam (Y&R)

# had gotten the $350 million BK account only 10 months earlier

# to help revive BK's sales, it had developed a campaign with the theme

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get better grades "THE FIRE'S READY" which focused on BK's flame-broiled cooking

method versus frying

# observers found the message to be FLAT and UNINSPIRING and the

declining sales sealed Y&R's fate

Crispin Porter + Bogusky (Crispin)

# creative shop that was known for its offbeat, unorthodox, and even

irreverent promotions

# found an inexpensive ways to gain attention, veering away from the

traditional mass media

# had produced award-winning, low-budget campaigns