Ad Race for Burger King

     I recently just read an article in Ad Week about how Burger King is shopping for new marketing ideas for its brand. BK is searching for new marketing ideas because they have been facing a decline in their market share and want to turn things around. Although Burger King is not looking for a new leading creative agency, executives did stress on the fact that they want agencies to make new ideas surrounding their "Taste is King" tagline. “Agencies have been asked to pitch concepts which bring this positioning to life in new and unexpected ways,” the rep stated. BK reps also talked about if particular selected concepts come out well, their agency could be looking at a million dollar payout!
     The article continued on about why some agencies should or should participate in this "ad race" due to Burger King's prior history/probably motives. I however, was more interested what type of briefs could come of the idea around "Taste is King". In our advertising class we have been talking about the different components and the construction of creative briefs. Obviously there will be a lot of though that goes into the objectives and what target market to search for, because clearly things are not working for Burger King. I want to look at the possible insights. Insights which unites the competitive environment, the target, and its needs is a very important process. When building a consumer insight you want to look at consumer truth, consumer need/want, and whats the consumer friction. I was thinking most of the time for fast food advertisements, the ads are focused on their burgers. If BK is trying to get back to their roots a little bit, I would definitely want to try and single out what you are changing or what is best about BK's burgers. Here's an example of forming an insight for those three factors.

Consumer Truth: When I go to a fast food restaurant, most of the time I grab a burger.

Consumer Need/Want: Because I'm graving a delicious fast food burger

Friction: But..I am not sure which fast food place to go..Aren't they all the same? Wish there was some variety here.


This is clearly a very broad example for this type of issue, but I believe it can generate into something else that could help out with Burger King's brand. I would have to agree that the "Taste is King" is the right way to getting back to a better marketing share.