Burger King is known for its subtle mockery of competitors, especially McDonald’s. Today, we’ll be looking at some of these campaigns. But first, let’s look at the company’s background.
The story began in 1954 in Jacksonville, Florida, thanks to two entrepreneurial visionaries, James McLamore and David Edgerton. Their goal was simple: to bring flame-grilled burgers to the masses.
Originally called “Insta-Burger King,” the company went through a rebranding phase in its early days, dropping “Insta” to become the Burger King we know today. One of the biggest milestones in its history was the creation of the Whopper in 1957, which quickly became its signature item, originally sold for 37 cents!
It was bigger, more flavorful, and aimed to differentiate Burger King from its competitors in the growing fast-food industry. Burger King’s global expansion began in the 1970s. As the QSR industry became solid with competition, differentiating marketing tactics were needed. So, Burger King often decides to promote itself at the expense of McDonald’s.
Industry Scene and Marketing Tactics
The global fast-food market is expected to reach $1,186.44 billion by 2032. Some of the key players include McDonald’s, Wendy’s, Subway, and KFC. The industry thrives on the franchise model, which allows rapid expansion without massive capital investments by the parent company. This model has been particularly successful for Burger King.
As per a 2022 statistic, out of the 19,789 Burger King outlets, only 50 were owned directly by the company; the rest were franchises! Burger King also adopted variations in their franchise model globally according to varying rules and regulations.
They also have a policy of “master franchises” which have the power to licence sub-franchises under them.
Fast-food chains across the board follow a tried-and-true playbook:
- Family-Friendly Ads:
Brands target families and friends with wholesome messaging to build trust.
- Discounts and Loyalty Programs:
Offers like “Buy 1 Get 1 Free” and points-based loyalty apps keep customers coming back.
- Delivery Partnerships:
Collaborations with apps like Uber Eats, Zomato, and Swiggy ensure food reaches customers quickly.
- Presence in High-Footfall Areas:
Targeting malls, multiplexes, and food courts – locations where their primary audience (young professionals and families) spend time.
- App-Based Ordering:
Mobile apps provide personalized deals, encourage repeat orders, and streamline the customer experience.
Burger King has adopted these tactics too which helps it stay competitive.
Entry in India
Burger King made its entry into the Indian market in 2014, partnering with Everstone Capital for its franchise operations. By this time, McDonald’s was already 18 years old in India.
The brand entered as a flame-grilled burger expert, setting itself apart in a market dominated by fried burger offerings. When entering India, Burger King understood one golden rule that every foreign company must follow: adapt or perish. India’s diverse palate and strong vegetarian population meant a simple copy-paste of their global menu wouldn’t work.
Here’s how they localized their strategy:
- Vegetarian Menu:
Introducing items like the Paneer King and Tikki Twist, designed to appeal to Indian vegetarians while retaining Burger King’s signature flavors.
- Price Sensitivity:
Recognizing the cost-conscious nature of Indian consumers, the brand launched affordable meal combos and value-for-money menus, making their offerings accessible to the masses.
- Localized Flavors:
While maintaining its global identity, Burger King added Indian twists like the Masala Whopper, balancing authenticity with local taste preferences.
This thoughtful adaptation helped Burger King become one of the fastest growing fast food companies.
Burger King’s Bold Ads
While most competitors play it safe, Burger King thrives on taking risks and being the loudest voice in the room.
Let’s break down 10 of their most creative and audacious campaigns:
Whopper Detour
A company would always want their customers to choose them over the rivals. Burger King came up with an innovative strategy to do this in 2018. Using geofencing, the app offered customers a $0.01 Whopper if they placed their order while near a McDonald’s location. They did this around 14,000 McDonald’s locations.
The campaign forced customers to physically pass McDonald’s, using its rival’s ubiquity against it. The results:
- 1.5 million+ app downloads
- 3.3 billion impressions
- 3x mobile sales
This unconventional strategy was able to bring in unconventional results for the brand!
Burn That Ad
Taking rivalry to another level, Burger King launched an augmented reality (AR) campaign.
Through the Burger King app, customers could “burn” McDonald’s ads virtually, and in return, they got a free Whopper. It was a smart use of tech to engage users while directly targeting a competitor. This made the campaign fun and interactive while also giving the audience something in return!
Moldy Whopper
In a bold move, Burger King let its Whopper rot on camera over 34 days to highlight its commitment to no artificial preservatives.
The “Moldy Whopper” campaign created polarizing conversations but firmly established Burger King as a brand focused on real ingredients. Shock value can be powerful when tied to a brand promise. This is especially in direct contrast to videos that show how McDonald’s burgers have not decomposed for over 2 decades!
However, the Moldy Whopper ad has had debates about its effectiveness because it is not really a visually pleasant sight.
Google Home of the Whopper
In 2017, Burger King cheekily hijacked Google Home devices. In a commercial, they said, “Okay Google, what is the Whopper burger?” – triggering the devices to read out Whopper descriptions from Wikipedia.
The stunt went viral, though Google quickly disabled the feature. But by tapping into trending technology, although temporary, created a big buzz.
Stevenage Challenge
Burger King turned sponsorship into a clever PR move by partnering with Stevenage FC, a low-tier English football team, in 2020. The idea? Gamers playing FIFA could use the team and unlock branded rewards for Burger King.
The results:
- Received several awards.
- Stevenage sold out their home shirts for the first time.
- Burger King’s logo was featured in FIFA 20, giving it millions of eyeballs.
- The campaign was able to generate user-generated content, including stars like Ronaldo, Messi, and Neymar.
With this, the company went beyond the obvious sponsorships to create a campaign with viral potential.
Net Neutrality Whopper
But the company is not always taking blows at its competitors. In 2018, Burger King explained the controversial issue of net neutrality through Whopper pricing.
Customers were offered Whoppers at different speeds and prices based on “internet speed tiers” to simulate the real-world impact of unequal access.
It was a thought-provoking way to educate audiences on a complex social issue to make it more digestible.
Key Takeaways from Burger King’s Marketing
- Boldness Pays Off:
Taking risks can lead to high rewards—be it with humor or bold stunts.
- Adaptability is Key:
Tailoring strategies to local markets while maintaining a consistent global voice ensures relevance.
- Leverage Technology:
Incorporating gamification, AR, or blockchain can elevate campaigns.
- Be Authentic:
Supporting social causes can humanize a brand and create lasting goodwill.
