Ad Campaign: Whopper Virgin
Mission: Burger King sets out to prove that the Whopper taste better than the Bic Mac
Method: Hire a production team and travel to places in the world that have not been exposed to commercials from Burger King or McDonald’s
Controversy: Bloggers deemed it distasteful and some call it racist
Bloggers have been asking, has Burger King gone too far? Well, literally … they have “gone far.” Their production team traveled around the globe just to prove a point. The Whopper taste better than the Big Mac.
So, why is Burger King creating a marketing campaign that they knew would create such controversy? Simple. The commercial is on its mark achieving a few goals.
Since it is controversial, it sparks debate. This means that it is creating attention. The controversy creates attention and leads to a successful viral campaign.
As a former marketing manager for a QSR(quick service restaurant), I have been exposed to the world of fast food. A few years ago, my job was to find potential franchisee’s to purchase franchises. Just visit Franchisegator, a popular site that has the profile of hundreds of franchises.
Simply, there are too many choices out there in terms of franchises. Burger King is making a loud statement that they are willing to take risks and build a global brand. A few years ago, Burger King created Subservient Chicken. Read Jack in the Box: Viral Food ads.
In the marketing world, the key is to get attention. The commercials create curiosity. Next, the Burger King website acts as a more comprehensive guide. Twenty years ago, fast food restaurant commercials featured food but now the strategy is to use entertainment and humor to gain attention.
Ad World. So what do the experts have to say. Read Response to BK’s ‘Whopper Virgins’ Short of a Freakout by York from AdAge.
So does taking risk on controversial ad campaign pay of in terms of the bottom line?
Since going public, Burger King has proved risky marketing marks the spot. Read Motley Fool’s article on Burger King.
In the fast food market, there is still great potential growth especially in China and India.
