Burger King Canada is promoting its new app that allows customers to order a home delivered Whopper at any time.
Nothing particularly riveting in that. In fact, the press release that arrived at B&T with the news contained all the predictable PR guff.
It read: “The new Burger King campaign aims at anyone with a smartphone or a tablet, being a tech savvy or not, just anyone who can’t stay away from the iconic Whopper sandwich to get it from the BK app delivery. The beef patty is flame-grilled to perfection in a soft sesame seed bun with freshly chopped onions, tomatoes and lettuce and can be enjoyed from the comfort of your home.”
However, on closer inspection, the campaign’s imagery – the work of creative agency Publicis Montreal – shows Burger King up to its old marketing tricks – having a yet another playful jab at the competition, namely McDonald’s and KFC.
In the first image, we see a Burger King takeaway bag neatly positioned on someone’s porch with a pair of clown shoes discreetly tucked away in the background that look remarkably similar to those worn by famed burger clown, Ronald McDonald.
The second image again shows a porch setting with potted plants, the pots looking remarkably similar to KFC’s fabled chicken bucket.
“At Burger King we know that, except from our restaurants, there is no place like home, the only other place on earth where we can truly be ourselves, no makeup, no bow tie and no one judging us,” the release said, again referencing its clown rival.
“That’s why, now, Burger King claims that ‘Every home can be the Home of the Whopper’!”
Credits:
Client:
Burger King
Global Head of Brand Marketing: Iwo Zakowski
Sr. Manager, Global Brand Communication: Flavia Guetter
Global Brand Marketing Director: Andrea Beer
Agency : Publicis Montréal
President: Rachelle Claveau
Global CCO: Bruno Bertelli
Chief Creative Officer: Jorg Riommi, Sann Sava
Creative director: Sann Sava, Mélissa Charland
Art director : Mélissa Charland, Preto Murara
Copywriter : Susannah Rubin, Ariane Gagné, John Pallant, Jérémie Lachance
Graphic designer : Marquis Couture
Account Management: Tarik Guisser, Stephanie Martin
Strategy : Andréa Fortin
Photographer: Illusion CGI Studio
Illustrator: Illusion CGI Studio
Production Company: Illusion CGI Studio
