Brand Tracker

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New Zealand

Burger King’s new positioning claims ‘the burgers are better’

Brand: Burger King

Campaign: The burgers are better

Source: https://stoppress.co.nz/campaigns/burger-kings-new-positioning-claims-the-burgers-are-better/

Goal: Reposition Burger King to emphasize improved burger quality and customer experience.

Claim: the burgers are better

Media: cinema, reality TV, live sport, sponsorships, social creator channels, gaming, out of home

Summary: Burger King has launched a major strategic repositioning campaign titled 'The burgers are better', developed by Pitchblack Partners. This initiative aims to enhance the customer experience through restaurant refurbishments and a focus on product quality, with the core message based on research indicating that consumers believe Burger King's burgers taste better. The campaign involves diverse media channels to create contextually relevant advertisements.