Cannes Lions

Burger King France - The Deals

BUZZMAN, Paris / BURGER KING / 2019

Film
Film
Film

Overview

Entries

Credits

Overview

Background

BURGER KING is a young brand in France (back in 2013 after 15 years of absence) and then need more than some older ones to educate the consumers and fight some barriers.

Among them is a problem of price perception. The brand is indeed perceived as too expensive by the population.

And when we know that value is one of the key visit drivers for fast food restaurants (14% of the visits), that could be a major issue to solve.

That's the reason why BURGER KING created THE DEALS: a new range of small products sold for than 2€.

And to introduce them to the French people, we decided to present them in the simpliest and most transparent way.

If our products are cheap and the deals as good as we claim them, then we don't need marketing tricks to convince people to buy them. The price should be enough.

Execution

In this campaign, we can see casting videos of real people and non-professional actors trying to present a new range of small and cheap products from the brand.

Their performances are terrible, really bad played, absolutely non convincing but definitely cute and funny.

All the videos ended with a packshot presenting the DEALS, a new range of products sold for less than 2€, and a baseline claimed by a voice over: “The Deals for less than 2€. At that price, anyone could sell them".

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