Burger King's Whopper: A Marketing 50 Case Study

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Photo: Tony Pettinato
In the midst of a nasty recession, it's easy for products to lose top-of-mind status. Not so for Burger King.

The No. 2 burger chain's creative agency of record, Crispin Porter & Bogusky, Miami, came up with the documentary-style "Whopper Freakout." The campaign included broadcast spots as well as a three-minute montage on the web in which Burger King consumers are told the Whopper has been discontinued. Ranting and, of course, freakouts ensue.

"'Whopper Freakout' was a compelling pop-culture experiment. Next to sleep, light and maternal deprivation, 'Whopper Freakout' proved that Americans don't do well without their Whopper," said Russ Klein, president-global marketing, strategy and innovation at Burger King Corp., in a statement.

U.S. same-store-sales gains beat McDonald's for most of the spring, and first-quarter Whopper sales were up double digits.
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