For the Love of Whoppers
There is no shortage of ad campaigns that focus on the relationship people have with certain products. Whether it’s a mom and her paper towels or Tiger Woods and his razor, we usually see an image of how happy people are WITH these products.
Burger King recently launched a campaign, call Whopper Freakout, that takes the opposite approach — taking people’s favorite things away from them to see how unhappy they are without them. In this case, it’s the Whopper, and boy do they freak out. It’s an interesting twist on the traditional bite-and-huge-smile-of-satisfaction we see in many food ads and other food programming (see, Giada De Laurentiis).
It’s like breaking up with a girlfriend or losing you favorite jacket — you just don’t know how much you like it and need it until it’s gone. In this case, it’s clear, people NEED their Whoppers (maybe it’s because they are as addictive as heroin?).
Word-of-mouth and customer influence are a couple of the most powerful forms of marketing, and Burger King has taken an interesting approach to packaging their customer testimonials, in the form of freakouts, to spread the word about how great people think Whoppers are.
They say absence makes the heart grow fonder — so if watching other people’s hearts grow fonder has the same affect, then Burger King may be onto something. Of course, if we’re talking hearts here, the absence of Whoppers could probably do wonders for the cardiovascular health of our country…
Trackback
Trackback url for this entry.