Burger King’s forbidden innovation the Big King returns with new campaign via Pitchblack
Burger King has launched a new campaign via Pitchblack Partners to mark the return of the Big King.
Last year, Burger King launched the Big King, tickling the palates of Kiwis with a bigger, flame-grilled, secret saucier, no-unnecessary-bun interpretation of a certain iconic McDonald’s burger.
And such was the success of the Big King that BK is bringing it back. And even McDonald’s is impressed “we concede that the Big King is bigger than the Big Mac” ASA finding 2020.
Not only did last year’s burger sales exceed targets by 131%, it drove an overall uplift for Burger King of +12%.
Says Jono Key from Pitchblack: “Last year, Burger King again found its challenger roots, with a clear product differentiator in flame-grilling. It’s been a fantastic campaign encouraging New Zealanders to taste the difference.”
Says Andrea Spearman, head of marketing at Burger King: “We believe in bold work that gets attention and delivers sales, and once again the team at Pitchblack Partners & Jetblack Productions have delivered in spades. Big King 2.0 is already setting new records.”
12 Comments
Costs $12.90 vs $6.90 so a much bigger price for a bigger burger. Deceptive at best.
Make a complaint.
There are lots of burgers bigger than a Big Mac. Making a limited availability version, calling it a Big King is kind of a “so what?” moment. No-ones saying Maccas think their Big Mac is the biggest out there.
For all their efforts and “unfettered” creativity BK is really getting nowhere in this battle. They should just move on and find something else to talk about.
Constantly trying to pick a fight probably isn’t the tone for the times.
And who’s not tired of all the “togetherness” wallpaper – advertising should be fun and this is.
Wow clearly marketing is a bit bewildering for you. I think you’ll find it’s not a real battle or a real fight it’s just marketing idea that works very well.
…it doesn’t. McDonald’s continues to out grow BK by some miles.
It’s not a competition against McDs, it’s about sales and profit for BK. You can’t outgrow a competitor the size of McDs but you can grow your own business very well alongside it. Do you follow yet or still struggling?
Of course your rate of growth can exceed the market leader. In fact it’s often harder for the market leader to lead growth rates and easier for a brand with a smaller base. Let’s put that point to one side.
Are you also stating that it is not BKs goal to grow share? Because that’s what your comment suggests. You want to grow alongside Maccas? Thats ambition that is. I hope we won’t be seeing this anywhere near any awards because I’m not sure how compelling that argument is. “We realised that we couldn’t outgrow McDonald’s so we decided to piggy back on their success with a copycat burger only slightly bigger.”
To say “it’s not a competition against McDonald’s” is one of the dumbest pieces of double speak I’ve heard in a while – we can all read the advert.
So, sorry I’m struggling, but you see your ad and your argument really don’t make sense.
You’ve missed that McDs is not the category, the category is all QSR, sorry defensive angry and threatened McDonalds guy. This is just an ad campaign to attract anyone who wants fast food, it’s not just about McDonalds. Basics.
Wage subsidy for this?
Low blow, and yet, hilarious.