1. BURGER KING
Big is Delicious

2. Background
• 2nd largest hamburger chain in the world
• 12 000 restaurants worldwide
• 75+ countries
• Serve 15.7 million customer per day

3. Background Cont.
• 2% market share in
fast food market in
Canada
• 4% market share in
burger chain market
• $20 316.1 million
industry

4. Why it Failed.
• Culturally insensitive
• Featured people from parts of the world where
poverty and hunger
• Are prominent
• Did not receive as much reaction as intended
due to search engine optimization errors
WHOPPER VIRGINS

5. Failed Camp
"The ad's not even acknowledging that there's even hunger in any
of these places.”
~ Marilyn Brochardt, development director, Food First

6. Failed Camp
“dressed up like a documentary, but it really seems to be more an
echo of the offensive but wildly popular Borat in reverse, where
exploiting cultural differences was the crux of the humour”
~ Trend Hunter

7. Failed Camp
“embarrassing and emblematic of how ignorant Americans still
seem to the rest of the world”
~ AdFreak

8. Primary Research findings
Taste and Size of burgers form the main reason for choosing
a particular burger to eat

9. Primary Research findings

10. Primary Research findings
0 1 2 3 4 5 6
Harveys
Burger King
McDonald's
Wendy's
Hero Burger
Dairy Queen
How would you rank the following burgers in the area of size

11. Print Ad 1

12. Print Ad 2

13. Print Ad 3

14. Taste test
VS.

15. Thank you