Burger King: Promoting a Food Fight Essay

1159 Words Nov 10th, 2009 5 Pages
Burger King: Promoting a Food Fight

ALL ABOUT THE CASE

CHALLENGING CONVENTIONAL WISDOM

Events:

2003 and 2004

2003 – Outcome of BK’s performance and its competitors

- it turned out that: - MC Do (No. 1), reported 9% sales jump to a total of $22.1 billion - BK (No. 2), sales slipped about 5% to $7.9 billion - Wendy (No. 3), had spiked 11% to $7.4 billion, putting it in a position to overtake BK

2004 – Burger King CEO Grad Blum’s move

- reviewed the company’s 2003 outcomes - fired the firm’s advertising agency Young & Rubicam (Y&R) - award the advertising of BK Company to Crispin Porter + Bogusky (Crispin)

The Advertising Agencies:

Young
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- Maybe because of: 1. BK was on the verge of a public offering. 2. Sales and profits go a long way in healing wounds. - franchisees are less likely to question the irreverent Crispin promotional tactics, whether they liked them or not

NO END IN SIGHT

- creative ads have continued to flow, including the humorous series to promote WESTERN WHOPPER - spots was based on the tagline “BRING OUT YOUR INNER COWBOY” - it featured people from all walks of life developing huge handle bar mustaches after eating

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