Exploratory brand positionings for Burger King

1. Taste is King
Strategic Thinking: Brand & Creative
Development: Oct. 14, 2012
The Pitch Agency
CHAPPY

2. Objective:
Design and demonstrate how the
strategic idea of, It’s not fast
food, it’s grilling, creates new
pathways to talk about Burger
King’s brand experience.

3. This isn’t fast food,
it’s grilling
Burger King breaks the routine of daily fast food grinds by fire-grilling its burgers not
frying them. This approach takes a bit more time but the small sacrifice is worth the
enormous gain: Whopper, Kuro, onion rings, sweet potato fries, chicken wraps,
Cinnabon, popcorn chicken, real fruit smoothies round out cookout/BBQ-style meals
unrivaled by everyday fast and casual food menus. Food makes Burger King ‘Burger
King,’ it’s not about the closest or most convenient choice.
Food says a lot about a person, where they are heading in life, their taste and judgment.
People who take bigger bites out of life eat at BK and sometimes they bite off slightly
more than they can chew but that’s okay, they learn as they go forward, always
adapting. Your cool uncle or nana takes you to Burger King - you learn early on that
there is something very different about this place. What’s not to love?
Grilling is more than a style of cooking, it’s an approach to living life with your ‘mouth
wide open,’ savoring, sampling, tasting the worlds of opportunities. It’s the vitality and
vigor of a full-on hunger for ALL of life; new experiences and creative discovery ‘open
up’ opportunities and those opportunities, if taken, pay of in aces for the rest of life.
There is texture in grilling, its real, proof that mankind eats good.

4. Creative directions:
 Eat Life Up
 Kings versus Clowns
 Good Eating
 Feed Your Flame
 Hunger - Occasion
 Get Lit!
 It Suits You
 Eat Life, Whole

5. Eat Life Up
You gain nothing by leaving
food on your plate. Life is too
delicious for small bites, bite
bigger and savor it all.

6. Kings vs. Clowns
There are two kinds of people
in the world, those who have
taste and those who perform
as if they have taste.

7. Good Eating
Humans are the only species
that can cook food. Why would
you choose to eat it poorly?

8. Feed Your Flame
Fire produces flame. Some
flames show you the way, they
burn the brightest and
longest…imparting new flavors
we never knew were there.

9. Hunger
When your flame goes out
how do you restart it?

10. Get Lit!
The one-of-a-kind fire-grilled
eating experience where your
taste buds explode with flavor.

11. It Suits You
You wouldn’t eat someone
else’s food would you? Turn
your taste back on with
Burger King.

12. Eat Life, Whole
Do you eat life or does life
eat you?

13. Support:
The following images describe
certain elements of the creative
directions set forth in this deck.
These candid consumer realities
express the fun and good-natured
moments of eating premium food
with the King.