Situation:

It may come as no surprise but Burger King is stuck in 2nd place behind McDonald's. There is a silver lining for this challenger brand, however, in that McDonald's sales as of lately have been faltering. Burger King has decided to adopt and adapt many of McDonald's formerly winning products to make their menu offerings more competitive. For instance, the Big King burger is their version of the Big Mac and they recently released the “original” spicy chicken sandwich to their menu. The creation of Satisfries marks a major milestone for Burger King and the fast food industry altogether. Using new french fry innovations, they’ve introduced Satisfries, crinkle cut fries with 40% less fat and 30% fewer calories than their top competitor’s.

 

Problem:

Current Burger King communications for Satisfries are solely focused on less fat and fewer calories which people don’t really care about, especially the ones already eating at fast food chains.

 

 

 

 

 

 

 

 

 

 

 

 

 

Challenge:

Develop a communication platform for Satisfries that will get people excited about trying out this new product.

 

Target Audience:

Adults  are faced with extreme pressure today to eat right and be healthy. They’ve tried cutting out the foods they love but often can’t help but giving into the cravings for their favorite unhealthy foods. They make extreme sacrifices by finding ways to justify what they eat. For instance, many people will make next day pledges where they won’t eat any sweets or unhealthy foods of any kind. Or they’ll force themselves to work out extra hard at the gym to burn off extra calories they took in the day before.

 

Key Take Away:

We want them to be apart of the Satisfreak nation.

 

Manifesto:
The guilt is unavoidable whether it be for health reasons or the mere pain of being too full after eating. What happened to the days we could eat anything without feeling the after effects of remorse and self-loathing? When we were younger we could pig out on halloween candy, eat giant bowls of ice cream, greasy burgers and fries, and even feed all of our veggies to the dog behind mom’s back. As adults we are faced with pressure to feel nothing but guilt for eating the things we love. It’s been ingrained in us to make big life changes as adults. We must fight the urge to give into those cravings that could derail our health. We’ve been introduced to all of these amazing foods. Pizza, fried goodness, sweets that could rot your teeth, beverages with fizzle that tastes so amazing as it goes down. We’re tired of sacrificing our bodies, killing ourselves at the gym and starving ourselves the day after we give in. It’s time that the foods we love start making sacrifices for us, so our love for them can continue.