Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
KFC - The Most Delicious Union of All Time
Fast food is a highly competitive and crowded category. To stand out and successfully launch Chicken & Waffles, we bucked category conventions for limited-time offers (LTO’s), which typically favor hard-working “food porn” executions. Instead, we brought together two advertising icons—Colonel Sanders and a life-size bottle of Mrs. Butterworth’s syrup—to serve as an engaging and absurd visual metaphor for the product. The Colonel and Mrs. Butterworth’s ensuing love affair got fast food eaters and the national media talking, brought in new customers, and delivered KFC’s best sales window in years.
The Difference is Real: Chipotle's Radically Transparent Return
After recovering from a crisis, Chipotle needed to reclaim category leadership. So in a world craving honesty and action, they decided the only way to lead was to show they had nothing to hide. With a radically transparent anti-advertising campaign, Chipotle used every communication to prove how “The Difference Is Real,” from how they sourced ingredients to cooked them fresh every day, like no other national restaurant could honestly say. Consumer confidence rebounded, leading to four quarters of double-digit sales growth and doubling the stock price in a year.
Client: Chipotle Mexican Grill
Agency: Venables Bell & Partners
When Burger King launched the Impossible Whopper, we knew we were playing with fire. We had a plant-based sandwich that tastes like beef, but an audience that won't flex on taste. To flip the skeptics, we had to fool the experts with the biggest blind taste test. We switched the 100% flame-grill beef patties for 100% flame-grilled plant-based Impossible patties. With hidden cameras rolling, we waited to see if anyone would notice. They didn’t. For everyone else watching, we had a simple provocation: “Try it and don’t taste the difference.”
Brand: Burger King
Client: Burger King
Agency: DAVID The Agency