Really Good Marketing
Seen the Latest Burger King Ad Featuring a McDonald’s Baseball Cap?
The 3 things Burger King is trying to accomplish with this teaser
As restaurants and food joints are re-opening globally, we can’t wait to head out to get our favorite eats from our favorite places. And we wouldn’t miss calling our friends and family to drop in for a quick bite.
Forgetting glasses, keys, toys, caps, and backpacks in restaurants is not something new. And for many who visited and left something back at a local food joint just before the lockdown, they knew they‘ll have to wait for god knows how long to have it back. And it’s usually out of their minds after a while.
But wait… what’s this?
What’s the Goal of the Campaign?
In this print ad, Burger King features many items that their customers have left at their locations. And the ad reads — “Forgotten on Oct 16, 2020” (Oubliée Le 16.Oct 2020). At the bottom right, it reads, “You can finally come and get it. Re-opening of our rooms on June 9”. (Venez enfin la chercher. Réouverture de nos salles le 9 juin.)
Obviously, the goal is to say they’re re-opening Burger King stores in Belgium. Restaurants and eateries have been hit hard, and they were one of the first ones to cheer on the re-opening of businesses. Businesses are leaving no stone unturned to announce a comeback and want their customers to return soon.
What Makes It Good?
Taking advantage of the familiarity principle, the ad tries to hook our mind to create an instant connection to one such memory, of when we left something behind in a food joint.
It has the power to take us back to the times we last visited Burger King. Naturally, people think of the good times with friends and family there. And the release of such positive feelings makes us feel good about those times and that place. So it’s all the better for them (Burger King) as well.
This newest Burger King ad is not a boring message. It connects the people to their own happy stories effortlessly, conveying a solid reason to return to their restaurant. It does a neat job of evoking long-lost friendships and good times and throwing an invite to re-live them as all Burger Kings near you will open soon.
It’s like saying, reclaim your stuff, reclaim those good times, and your favorite Whopper is waiting for you.
Why the Creators Made This Choice
I think, with the economy re-opening, the world wants to be normal again. The creators thought of tapping into people’s desperation to live their everyday routine and eat at their regular places and leave to their work or varsities as usual.
So it builds a proper context to let their patrons know they’re open. Using a McDonald’s baseball cap as a forgotten item adds a pun element as if they’re taking one up on their competition. This sure is certain to stir up a satirical exchange of words from fans of either group that keeps the crowd talking, which is the primary intention of the campaign.
How Did It Make Me Feel?
The ad made me miss my time with friends and wish for a quick catch-up at the earliest — those real face-to-face chats instead of FaceTime chats.
Even my kids would be thrilled to finally enjoy some of their favorite Cheeseburger King Jr Meal or whatever they want. And I can take a day off, which is a much-needed break for me too. Many families can relate and look forward to such times soon.
The outcome of the ad is yet to be known, but it sure is getting a lot of people talking. Here’s a selection of comments posted on their Facebook page below the ad.
Takeaways
Burger king refrained from introducing a new idea that fails to connect or just being plain boring, saying, “We’re reopening June 9”.
- Leveraging the power of starting from the point of familiarity, they begin by talking about the time when their customers last visited, reminiscing the good times in their minds.
- Then they connect the dots by a warm invitation to reclaim or pick up their lost stuff along with their favorite burger, of course. (Their main message)
- Burger King pulls a teaser ad featuring a McDonald’s golden arches cap as a lost and found item at their outlet. This managed to create enough buzz, getting tongues wagging, and kicking off a debate.
Establishments/industries/retailers who are back in business can use the familiarity principle with ideas that can bridge the long gap with their customers. Add a slight fun twist, which can be just any solid reason for their new and old customers to return to the store or outlet they frequented.
