Stop being ashamed of fast food.
Qualitative Research | Brand Strategy | Ad Campaign
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
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?"
There is one common theme that is true of all fast food experiences:
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.
Shame, Disgust, What am I even eating?
fast food stigma
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.