D&AD BURGER KING BRIEF
2019
RATIONALE
D&AD Burger King brief expressed a current problem with their most trademarked burger; the Whopper. Problem being that the consumerism gap and lack of love for the Whopper has decreased, especially amongst the younger generations. The end goal is to recruit this said generation in order for them to share the identical proportion of luv that past generations have had for the Whopper. Luv Whopper campaign is designed to target Gen Z and Millennials, to quite literally steal back their attention. The objective of the campaign is to get the targeted audience to find their match using social media along with popular apps such as Tinder and Netflix as the main communication platform.
TAGLINE
Luv Whopper
SOCIAL PLATFORMS
Luv Whopper Instagram campaign builds up to the Tinder/Whopper challenge, where the targeted audience would have now been following and seen all the posts on Burger King’s Instagram feed, stories and Facebook. This is where the consumers would have to download Tinder or log in, find The Whopper’s profile (left) on the dating app, swipe right and get a love match with Whopper. The consumer must then share this onto their Instagram story (right) and direct message it to Burger King on Instagram to get their free one of a kind Whopper.
Burger King’s Instagram page + posts
Tinder Profile for The Whopper
Instagram campaign
PRINT & OUTDOOR ADVERTISING
The print billboards are designed in the same way as the Instagram/Facebook posts. This is just to create an extreme, larger version of the posts, as seeing it around towns and cities make the campaign have more of a real feel, not only based on social media. For Luv Whopper to be successful, it is essential to reach out to the targeted audience far and wide. Therefore, the original Netflix movies and series I have selected for Luv Whopper to takeover, were chosen due to the enormous fan base and popularity within the younger generations. Another crucial factor for the chosen Netflix series is that they relate to the theme of love or being in love, and most importantly, finding your perfect match.
