Restaurants
Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
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PROGRAM
1999 BRONZE
New French Fries Introduction
Traditionally, Burger King fries have ranked a distant third in the FFHR category to both the industry's gold standard: McDonald's, and to Wendy's. After spending three years, developing superior-tasting French fries, which beat McDonald's fries in a nationwide blind taste test, Burger King launched its new fries with the objective of eroding the consumer's long-time love affair with McDonald's fries. Using an integrated marketing program that was linked thematically by "spoke-spud", Mr. Potato Head, Burger King successfully met and exceeded its marketing goals. Most importantly, Burger King moved to second place as the chain serving the "best French fries' and even switched millions of consumers over to its new fries by stealing sales from the category's fry leader, McDonald's.
Brand:
Burger King
Client:
Burger King Corporation
Agency:
Ammirati Puris Lintas
Language:
English
1998 GOLD
Eat Something!
Boston Market, whose traditional franchise was dinner, needed a dramatic effort to build their lunch daypart against the fast-food giants. Our whimsical "Eat Something!" campaign blasted the pretentiousness that the target audience railed against, and significantly boosted daily per-store sandwich sales in the process.
Brand:
Boston Market
Client:
Boston Chicken, Inc.
Agency:
Suissa Miller Advertising
Language:
English
1998 SILVER
BIG KING Introduction
In 1997, Burger King laid the groundwork to launch the BIG KING -- a bigger, better Big Mac, with the goal of increasing its share of heavy users at McDonald's expense. Just weeks before the introduction, the USDA announced the largest beef recall in U.S. history and implicated a key Burger King supplier. Amidst widespread consumer panic regarding the safety of its burgers, Burger King was the "king" of high quality and great-tasting burgers, the BIG KING launch was highly successful in propelling sales and regaining consumer trust.
Brand:
Burger King
Client:
Burger King Corporation
Agency:
Ammirati Puris Lintas
Language:
English
FINALISTS
Chick-fil-A
The Little Things
Burger King
The Whopper Detour
KFC
Lunch with a Twist: How KFC took a bite out of lunch by breaking people’s habits
