Burger King Corp. recently unveiled a new ad campaign partnered with a fresh marketing approach in order to garner the attention of new customers. While many television advertisements from the fast-food chain were previously geared towards a more comic, child-like group with its over-the-top situations involving a dressed up 'King' mascot, the brand seems to have had a marketing makeover with the help of a new agency. The new campaign is hoping to reach a healthier group of customers in order to gain more credibility of it's ingredients.
The Mcgarrybowen Agency has created a slew of ads recently built upon the corporation's new menu item, the California Whopper. The ads use colorful imagery of "fresh avocados, ripe tomatoes, and cool, crispy lettuce," which first look similar to a Subway commercial. The agency is helping Burger King gain a new crowd of patrons, who may want to give Burger King a chance by hopefully exchanging mayonnaise with fresh guacamole. The new Whopper will only be available for a limited time, which may also represent the duration of the agency's campaign, depending on how well the burger sells.
Personally, I feel that this type of approach is better for Burger King to use in order to gain a broader customer base. I do not go to Burger King simply for the unhealthy appearance of the food. While the advertisements show perfectly put-together cheeseburgers, the actual product is caked in mayonnaise with slopped on browned lettuce and tomatoes. While I realize that the fancy new ads do not help the overall presentation at the thousands of Burger King locations, I also have a hope for Burger King's decision to sell more appetizing food. Perhaps the actual food has changed in the way it is served to consumers...this California Whopper idea has me interested in attempting to give the fast-food chain another chance.
The full article can be found at http://finance.yahoo.com/news/Burger-King-Corp-Refreshes-bw-3669967110.html?x=0&.v=1.
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