N/A

Our work is a celebration of authenticity, of (our) food and in people. With the belief that by doing things OUR WAY we will attract likeminded souls. We bring this to life in two ways:

In our advertising, we show REAL guests (not actors) filmed in real BK restaurants giving real reactions to the real food that we serve. We show reality because it’s the only way to capture the perfectly imperfect.

We also bring this purpose to life through activations. To demonstrate BK stands behind what it believes, both in itself (through functional credentials like Flame-grilling) and society (Free to BE YOUR WAY).

This may include a lesson about our differences for Pride Week (Proud Whopper: We’re all the Same Inside). Or it may mean daring Google to try to stop us from using their smart speakers to tell you more about the Whopper (Google Home of the Whopper).

First we looked at the world around us. Social media, pop culture, celebrity influencers and even the category we compete in (and our own creative), all projecting a false sense of perfection.

And then we looked at ourselves. Big bold flavors. Taking two hands to hold, a bit messy at times.

Serving everyone, rich and poor, young and old. To be honest we’re not perfect. But we believe we’re perfectly imperfect just like our guests. Because that’s what gives life flavor.

But we knew we had to go further. With nearly half of our volume coming from millennials (our current and future guests) we looked at what made brands relevant to them. In a 2015 study, 83% said they believed brands should be involved in societal issues.

From culture, we know there aren’t enough places left for all of us to be free to BE YOUR WAY (our tagline and purpose). And in the category, there isn’t enough reflection of reality, of AUTHENTICITY of FOOD, or PEOPLE (our core value). And we believe by doing things differently we attract likeminded souls who find our proposition relevant while building trust and love through acting through our brand purpose in society.

60 Billion + earned media impressions worth around $750 Million + USD

(as measured by Cision, ABMC, Shandwick, Ketchum, Emanate)

Increase in Brand Relevance metrics:

+12% increase – Brand I Associate With (33% in 2016 to 37% in 2018)

+8% increase – It’s a Cool Brand (34% in 2016 to 37% in 2018)

*Source Annual US Internal Brand Health Tracking Studies

Increase in Trust in Food Quality:

+8% increase – Food is Freshly Prepared (36% in 2016 to 39% in 2018)

+5% increase Great Food Quality (37% in 2016 to 39% in 2018)

+17% increase Feel Good About the Food (30% in 2017 to 35% in 2018)

And it has been recognized by industry peers in Cannes

58 Cannes Lions awarded between 2015-2018

Including 1 Titanium, 4 GP