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Burger King Showed How To Treat Customers During A Crisis (McDonald's Just Didn't Get It)
Apr 04, 2020 1 min, 0 secs

To some of them, the McDonald's ad looked like vacuous self-promotion for a brand leader.

Enter Burger King.

Only then did it communicate with customers in something like its usual, playful way.  .

It offered a way to make your Whopper, while you wait for the original to become available again.

Burger King called it the Quarantine Whopper and it involved going to the store and buying the basic ingredients that would at least tide customers over.

Instead of lecturing from on high, Burger King chose to do something practical first, understand customers' current feelings and then offer at least a temporary solution.

Machado believes -- and it's worth remembering that Burger King's marketing has been far more assured than that of McDonald's for years -- that only by doing practical good first can a brand maybe justify subsequent ads or promotions.

In this case, even though the Quarantine Whopper ad itself is true to the brand's challenger wit and offering something useful, it only came about because Burger King was already active in communities

If you feel the need to make sure your brand stays in their minds, make sure it stays in their minds as having actually helped

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