Stop being ashamed of fast food.

Qualitative Research | Brand Strategy | Ad Campaign

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D&AD Brief

Use fresh language to tell people that Burger King's menu is 100% real.

For Burger King, real ingredients mean no colors, flavors, or preservatives from artificial sources. Some countries have laws in place against using terms like ‘real’, ‘natural’ and ‘no preservatives’. Think of ways to evoke quality and freshness without leaning on these terms.

What I Did

- Got to the bottom of people's opinions about Burger King

- Discovered who is actually eating fast food and why

- Tried my hand as an assistant copywriter

- Ate at Burger King for the first time in years

Consumer Truths

Young adults, especially fathers, are the most common fast food consumers.

And they go to fast food restaurants for the convenience, speed and price.

People have two main responses to

      "What comes to mind when you hear Burger King?"

"Gross"

"Gross"

"Whopper"

"Whopper"

There is one common theme that is true of all fast food experiences:

SHAME

Burger King takes the brunt of the                                  without having the brand strength to make consumers ignore it.

Now they have the product strength to overcome it.

The Insight

Shame, Disgust, What am I even eating?

fast food stigma

Strategy

Transfer the root of “fast food shame” from the food itself to the artificial, processed nature of the ingredients used;

 

Therefore making Burger King a less shameful option.

The Concept

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bk burger wrap.png

We also wrote a TV script you can find here.

Less Shame, More Satisfaction
Chicken
Tomatoes
Pickles
Beef
Lettuce
Potatoes

Extension

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Promotional punch cards that allow customers to see their shame when eating at other fast food restaurants.

Once they‘ve been punched five times, they can bring it to a Burger King to receive a free whopper. 

The Team

Bradley Wells | Brand Manager

Cain Luke | Copywriting

Thuraya Al-Wazzan | Strategy

Hunter Mott | Strategy