Breaking the MOLD? Unveil this restaurant’s SECRET recipe that shocked everyone!
Personally, I’m a big fan of guerrilla marketing because it sparks creativity and offers fresh ideas for promoting products or services. I believe business owners or marketers should consider this strategy to level up their marketing game. Curious about how guerrilla marketing works? Delve into this article to discover how one fast-food restaurant took everyone by storm with its moldy burger!
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Breaking the MOLD? Unveil this restaurant’s SECRET recipe that shocked everyone! A burger hot off the grill, with glazed buns, smoky patties, fresh toppings, and delicious dressing… Sounds mouthwatering, right? That’s the classic burger ad—the one that makes your mouth water and your taste buds scream, because let’s face it: Who can say no to the allure of a perfectly grilled burger? NO ONE. That is why it is a no-brainer that anyone will find a rotten, moldy burger gross and unappealing. … but did you know that one restaurant was able to sizzle the curiosity of its customers without using the classic burger ad? Instead of showcasing a perfectly grilled burger, the restaurant showcased its rotten, moldy, and decaying burger. Sounds icky? YES! … but magically, this restaurant’s unusual ad worked! So today, we’ll talk about how such a tactic turned out well… In February 2020, American fast-food restaurant Burger King defied the norms of advertising by launching “The Moldy Whopper Campaign.”
Together with Ogilvy, a marketing and advertising agency, Burger King created the campaign where it showcased a decaying Whopper for over 35 days. The goal of this campaign was to show consumers that the brand’s Whopper is free of artificial preservatives, colors, and flavors. With the tagline, “The beauty of no artificial preservatives,” Burger King showed its commitment to using only natural ingredients. To spark a conversation, Burger King and Ogilvy scattered several outdoor print campaigns of the moldy burgers in extreme close-ups in various locations in Sweden and the U.S.
What’s more? Burger King also created a time-lapse film showing a Whopper decaying over 35 days, which was shared on YouTube and other social media platforms to illustrate the decay process. According to Fernando Machado, CMO of Burger King’s parent company, Restaurant Brands International: “The beauty of real food is that it gets ugly. It’s common knowledge that real food deteriorates quicker because it is free of artificial preservatives. Instead of featuring our Whopper sandwich with the classic flawless and often too perfect photographic style typically used in fast food advertising, we decided to showcase something real, honest and that only Burger King could do.” Clearly, Burger King’s “Moldy Whopper” campaign defied marketing norms by showcasing its commitment to using natural ingredients with a moldy twist! Was Burger Kings’ “Moldy Whopper” campaign effective? The “Moldy Whopper” campaign got mixed reactions from the audience and even marketers. After all, trying to promote a decaying burger seems counterintuitive. In fact, according to a case study conducted by Ace Metrix, an advertising company, the campaign didn’t immediately make most people want the burger. However, people still noticed and remembered the message of the campaign on how the Whopper has no preservatives, and considered it as the best thing about the ad! Here are the results of the campaign:
Clearly, Burger King buzzed everyone with its “Moldy Whopper Campaign.” These results show that defying the norms in marketing strategies can drive one’s brand to the spotlight! *Claps* Just like today’s guerrilla marketing feature, it’s important to remember to stay true to your brand. Being honest with what you claim about your brand isn’t just about marketing; it’s also about embodying your values, fostering trust, and creating meaningful connections with your target market. Also, do not be afraid to take the road less traveled! Sometimes, trying new things that others haven’t can lead you and your brand to great success. Always remember: There’s no substitute for the power of an honest, daring, and imaginative marketing campaign. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful! EXCITING NEWS AHEAD The world of work has shifted, and there’s no going back. The barriers to entry have never been lower for talented professionals to work independently, and today’s massive external workforce is hardly a pandemic-produced fad. Business owners can only survive in the new work landscape by partnering with this deep talent pool. With decades of experience in both small-business entrepreneurship and executive management at PwC, I truly believe that the future of work is independent. With that, I’m happy to share with you that my book, co-authored with Walter Scott Lamb, is now available for pre-order on Amazon! Free Birds Revolution: The Future of Work & The Independent Mind This is an essential read for both independent professionals and corporate executives. Here, we provide educational and practical guides to unpack the ever-growing workforce and offer you crucial ways to become a client of choice. Click on the link above to pre-order your copy. Let this book help you future-proof your career and organization in the new world of work. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to know how a particular campaign used “cheats” to unite gamers and snack enthusiasts? See it in next week’s article! |
