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- [00:00]
Fergus O'Carroll
Welcome to OnStrategy Showcase. I'm Fergus O'Carroll in Chicago. Be sure to click the Follow button in your podcast apps so you can get all of our latest episodes. And remember that we have an archive of almost 250 episodes on our website where you can listen to the shows, you can see the creative work associated with them, and you can connect with all of our guests. And also you can buy tickets to our live events like the one in LA that's coming up on November. That's a Thursday from 6 to 8pm at TBWA Chiat Day. The theme for this live show is Brands and Entertainment. And we've got the president of Brands and Intellectual property for Imagine Entertainment, Mark Gilbar will be on the panel. We also have Jack Verschleiser who is the Director of Business Strategy at Super Connector Studios. They're the team behind Nike's Waffle Iron Entertainment studio and also AB InBev's Draft Line Entertainment. So really great folks. On the agency side we have Isaiah Langau, who is partner and Global Executive Strategy Director at Anomaly, and Jan Costolo, Global Chief Strategy Officer for tbwa. So a great panel. Excited to be able to talk about the topic. Going to be a Great show. Thursday, November 7th from 6 to 8. Tickets are now available under the Live Tour tab on our homepage@onstrategyshowcase.com Here's a clip from today's episode.
- [01:46]
Katie Evans
The goals were, you know, to land, I guess as part of our food filming strategy, to land that in a very real way and in a way that yes, would drive attention and would drive notice. I think none of us expected the conversation or debate that it would spark in the, as you say, in that world of, of LinkedIn where, you know, we've had weeks and weeks or two weeks, should I say, of very interesting comments and very interesting, I guess, debate on, on the campaign and what our intentions were. I mean we've talked about what our intentions were. I don't think any of us expected such a, you know, difference in opinion or gender divide on, you know, the appropriateness of the campaign or the, the intention of it. But and it that conversation just ran and ran and has continued to run. And I guess from a results and a performance perspective, you know, the majority of the sentiment and the majority of the commentary we've seen on the campaign has been positive. I think about, you know, 10% of it, if not maybe a little more has been, has been negative and some neutral. But you know, we seen about 60% positive on balance and we're, you know, we're very happy with how it's gone. It's been talked about globally, you know, it's made national news. It's certainly created, I guess, an unexpected debate from our perspective.
- [03:14]
Fergus O'Carroll
So Burger King in the UK recently came out with an initiative that centered around the observation that after childbirth, most moms are starving. They've been unable to eat sometimes for 24 plus hours leading up to their child's birth, as well as being limited in what they felt they could eat while they were pregnant. Now that they've given birth to their bundle of joy, they feel they can indulge in something they've been craving, something wholly satisfying and delicious to them. And for many moms, it's Burger King. This led to some of the usual negative chatter about how it was depicted and how healthy it is to eat fast food. But you know, you can't please everybody. But the bigger chatter was that grubhub had recently executed the exact same idea, not just conceptually, but visually. I can only imagine how terrifying it must have been for each of the agency who's produced the work to see that somebody else had done the exact same thing. And while that's a horrible thing to happen to any marketer or agency, what the chatter failed to note was that grubhub isn't available or marketed in the uk. So to the people who mattered consumers, there was no confusion or lack of privilege, perceived originality. It was just another industry navel gazing moment. Although horrible to have happened, Burger King in the US and the UK has always explored what might be described as mischievous creative work. In the US it's explored many quirky, sometimes compelling conceptual areas. In the uk, its direction feels a bit more single minded, especially over the last few years. So we're going to hear all about this from Burger King's UK CMO, Kate Evans and BBH's partner and head of strategy, Seskia Jones. You can see all of the creative work on our website. I wanted to start with a clip from the film that was part of the campaign. All of the footage was provided by the parents themselves. No agency cameras were a part of this whatsoever. It's all very wonderfully done. Hopefully you've seen it. If not, I think you'll really enjoy it. What you're going to hear are clips of various moms in various stages of labor. The funny and the less than funny moments. Then the arrival of that bundle of joy. No, not the child, but the whopper. Enjoy. So excited to have this team from the uk. On the show today, we've done Burger king in the US, we've done Burger King, we've done McDonald's in the US, we've done KFC in the US and we've done McDonald's and KFC in the UK. So I am excited to round it off by having both Sass and Katie on the show. Thank you both for agreeing to join us.
- [06:17]
Saskia Jones
Thank you for having us.
- [06:18]
Fergus O'Carroll
Is it marketed in the same way that it is here? We have the sort of. The proposition is have it your way. Is it different? Different in the uk?
- [06:26]
Katie Evans
It is different in the uk, yes. I mean, when we took the brand as a team back in 2017, the brand was in a very different place. It had, you know, we had the keys to this hugely iconic brand that was incredibly brave and incredibly well known. But from an identity perspective, I think it had lost its way. You know, we did a lot of work with BBH Early Days, you know, back in 2018, to really understand how do consumers perceive BK in the uk. And for many, you know, there were questions being asked on social media, if, does Burger King still exist? And because the majority, which is rather frustrating. Frustrating when you know, yeah, that would kind of suck.
- [07:11]
Saskia Jones
Yeah.
- [07:12]
Katie Evans
But it's also a huge opportunity and it was a huge opportunity and we were very clear what we needed to do and it was very much, you know, how do we really establish that identity and what we stand for and how do we move away from what had become a very discount led comm strategy? To give you an example, you know, Whopper hadn't been on TV in the UK for over 10 years, so there were lots of communications around, you know, 199 nuggets and fries or other, you know, discount levers, and they were certainly driving sales. But from a brand building perspective, there was a lot to do and there was a huge opportunity to try and land, you know, what made BK unique, what its key brand assets were and what the differentiators were in this market. So that was very much where we started. How do we reignite, I guess, and reinvigorate a well loved brand that had been around for a long time? And how do we get people talking about us again in the right way?
- [08:16]
Fergus O'Carroll
So, Sass, for you, how would you describe how Burger King is positioned now and what have been some of the more memorable campaigns since 2017, 2018?
- [08:28]
Saskia Jones
There's two parts to the question you just asked, because I think, just following on from what Katie's talking about, when Katie took the keys to the brand in 2017 and started working with BVH. We repositioned the brand around their strongest asset, which was the Whopper. So all about being everything that epitomized what was great about Burger King. Essentially, it's a biggie, it's great quality, it's flame grilled. And we kind of injected that need to put Waapa back on the pedestal that it deserved to be on and once was on with leaning into our challenger position and going actually being a smaller player in the market allowed us to be more provocative. So back in 2017, the brand was actually positioned around Go Wap or Go Home, which was as much about an attitude as it was a positioning, allowing us to say things and do things that the rest of the category wouldn't do, but still keeping true to our brand. DNA of everything is great quality, everything tastes great, and everything is flame grilled because we knew that they were the key drivers and key differentiators which would allow us to talk about the brand and get people to feel that Burger King was relevant and considerate in a way that they hadn't been for the decade previously. But I think what came before, what we will talk about and go on to was us then going, we had a very successful time with Go Whopper, Go Home. We had some really successful campaigns in the shape of WAPA mandate, which was our first campaign putting Whopper properly back on the pedestal, which kind of lent into essentially, why would you have a burger if you could have a Whopper? And as part of that Burger King being Burger King, we refused to serve anything else on the 17th of April 2019. And if you ordered anything else, you got a Whopper. So really leaning into that Go Whopper or Go Home attitude and really trying to go, if you want a proper burger, why wouldn't you order a Whopper?
- [10:33]
Fergus O'Carroll
So there's two TV spots here. This is for the listener. I wanted to describe them so you kind of get a sense of what they're about. So the first spot opens where a woman walks into a Burger King restaurant and she places her order. And then everything goes quiet and you can, everybody in the restaurant turns and looks at her. Then the next scene is the employee walks her outside of the restaurant and points to the home of a Whopper sign on the side of the restaurant and then says something to her at the end. The second spot is at the drive through. Guy drives up in his car to the drive thru. He goes to the speaker to order. He then drives around to the window where he's confronted by the employees. Yeah. Enjoy. Cheeseburger, please.
- [11:27]
Saskia Jones
Don't come back.
- [11:30]
Katie Evans
Okay.
- [11:32]
Fergus O'Carroll
Whopper. Go on, say it. Can I get a cheeseburger, please? No. Keep driving, sir.
- [11:50]
Saskia Jones
What did I do wrong?
- [11:52]
Fergus O'Carroll
Whopper. Go on, say it. And so what was the, what was the relevance of that date?
- [11:58]
Katie Evans
Oh, there was, there wasn't any, if I'm quite honest. We picked a date. We knew, we knew we needed to change our performance and we knew we needed to go out there with, with this Whopper campaign as quickly as we could and try and reverse this kind of brand from a, I guess, a constant communication of, of discount. We needed to do something different. So we picked that date and we decided it was, that was going to be Whopper Day. That was going to be, you know, the start of the relaunch of the brand. And it certainly was the start of some significant changes for our sales and for our brand. I think to give you some context, you know, we, we needed to drive sales. You know, this was, yes, there had been a long held discount strategy and that had been supporting sales, but we needed the brand work to do exactly that. And it wasn't about awards. We needed really punchy campaigns that drove talkability, that were as effective as they were bold. And, you know, this, you know, Whopper mandate was exactly that. We took out a page in the front of Metro, which is a morning newspaper on the tube. And over the course of that campaign, we went on tv, we did a lot of digital support, we ran a video of the whole kind of Whopper day and Whopper mandate and people's reactions to being refused what they wanted in store and being served a Whopper. And over the course of that year, you know, we really started to move, you know, the baseline sales of Whopper and, you know, eventually grew sales of Whopper by nearly 300% and moved Whopper product awareness from 37% to over 70%. So there was, there was definitely a brand play, but it was also very much a sales play.
- [13:46]
Fergus O'Carroll
Sas, could you talk a little bit about what was provocative about the earlier work before we turn the corner and talk about the new work?
- [13:53]
Saskia Jones
I think part of it is a tonal thing in terms of we always said that we were irreverent in terms of our tone, but I think it was also what we decided to do and to talk about the topics that we would lean into where you could really push the tone. So I think in terms of what the mandate, which is what Katie was just talking about, the idea that we would actively say to people they couldn't get the product that they. They ordered because we knew that Whopper was what they wanted. Embodies that kind of tone. Exactly. Just kind of going, it's all on our terms, essentially. And then I think as we kind of went into it, we. If you think about, we did Whopper on the side of a bus, which was leaning into the fact that there was a misuse of our beautiful burger's name in terms of the fact that it obviously also lends itself to being used to describe a lie. And as the election was coming up in the uk, and it obviously. I mean, politics in the UK is a bit of a mess anyway. But there were lots of people using that term to describe what was going on during the election. And actually we decided, whereas a lot of brands probably wouldn't, to go, actually, we have a right to play there, partly because our tone and our bravery allows us to do that, but also because we wanted to reclaim the word that was rightfully ours and kind of own that. So we very simply took an icon of the British election, which had been a bus, where people would plaster lots of different political slogans, and we literally just went, Whopper on the side of a bus. Must be an election on. And for me, that was the moment where I really think we solidified our tone. Because you go, that is something that we were talking about in a way that felt very ownable, very simple and very Burger King. And I think from then on, it kind of allowed us to enter those cultural conversations where a. A lot of brands wouldn't dare to go and be importantly, Burger King hadn't been a part of those cultural conversations. And we really wanted to make sure that we were.
- [16:00]
Fergus O'Carroll
And I think, and that's pretty similar to the way the brand has expressed itself over the years here. There's always been that sort of a. An irreverent tone to the work. They've sort of played with things in culture.
- [16:13]
Saskia Jones
Yeah.
- [16:13]
Katie Evans
And, you know, that obviously gives, you know, a huge amount of creative permission for the various markets and, you know, for the other markets. I think we all have that sense of creative bravery that the global brand has held for such a long time. I think what was so important for us in the UK is that we had a big, big job to do on the brand itself and the brand identity in the uk, but it absolutely had to ladder up to sales and performance. So, you know, we were moving away from this, I guess, discount dependence to actually leveraging that core brand, that core product of Whopper, and leaning into, you know, Punchy bold, brave, creative, where relevant, where relevant for us as a brand and I guess where it was culturally relevant for our consumers. And I think that was the, the key thing. So, you know, I know that it has been said, you know, that sometimes the campaigns can, you know, are they provocative for the sake of it? I think we have been very strict on ourselves that actually it needs to be grounded in insight, it needs to drive effectiveness, it needs to be about the brand equity longer term. And I think we always come back to that.
- [17:33]
Fergus O'Carroll
We'll be right back. In this week's episode, we're talking Burger King. So let's take a look at fast food brands. Tracksuit data shows that 238 million people in the US have bought fast food in the past three months. That's 94% of the population. So which brand comes out on top in terms of marketing performance? Unsurprisingly, McDonald's is loving it with 96% awareness and 66% consideration, while Burger King is a close second with 93% awareness and 57% consideration. Burger King is seeing some great gains with Americans aged 18 to 34, with 6 million more people considering the brand and 3 million more people preferring the brand since April of this year. Want always on brand metrics to share with your business stakeholders? Trek Suit is a beautiful, affordable and always on brand tracking tool that helps you answer the question, is what we're doing working? Tracksuit is fast becoming the common language for businesses to measure and communicate the value of brand building. Check them out@gotracksuit.com that's gotracksuit.com Ever wonder how big marketing campaigns that make headlines get delivered on time and on strategy? It all starts with jira, the only project management tool you need to plan and track work across any team. Imagine this. Every step of that campaign, from launch all the way back to concepting and writing creative briefs, is organized in one place with jira, your marketing team and all the teams they work with like product and legal, see updates instantly, keeping everyone on track without losing sight of the big picture. Well, you don't have to imagine it because all great projects start with Jira. Learn more@jira.com that's J I R S. Now back to the show. And so to that very point, because I think that's a great point to bring up because what would you refer to as the sort of the human truth or the insight that's driven the great work of the past? Is it human nature? Is it something that's happening in culture? Something in the moment. I mean, how do you guys think about it in terms of having an insight?
- [20:02]
Katie Evans
We've always talked about real and authenticity and I think, you know, that has been part of the, you know, the global brand identity for a very long time, but it was also very comfortably a part of the identity in the uk. How do we make sure that when we're talking about Burger King and we're talking about our products, it's all about real. When we talk about our products, we talk about real food and real ingredients, but when we talk about our campaigns, again, it needs to be very real and relevant from a cultural perspective.
- [20:34]
Fergus O'Carroll
Love it. So let's switch gears and talk about where this all starts. I've seen it described as bundles of joy. I've seen it described as foodfilment. I'm not sure which is the best label, but where did it come from? Katie, was this just like you needed a certain type of a campaign and the agency came up with this, or did it come out of a conversation? What was the ask that you had originally?
- [21:03]
Katie Evans
I mean, the overall brief going into 2024 was, how do we land that insight that Burger King delivers ultimate food satisfaction? You never leave a Burger King hungry. How do we land that feeling? And actually, that feeling is something that we had heard in various, you know, rounds of research. Again and again, consumers would tell us, you know, it. It tastes better. It's, you know, I am full and I've had it. It's. It's a proper burger. And we needed to try and convey that in the right way. And that's where fulfillment ultimately came from.
- [21:42]
Saskia Jones
Yeah, I think. Sorry, I was just going to add to that. I think the. The context is we had four, five brilliant years with go up or go home. And then I think, to Katie's point, we were going, actually, awareness is. Our quality metrics were up, which was brilliant. But it was going, how do we keep driving consideration, how do we keep driving relevancy? And so we did a huge bit of research to Katie's point and going, the key themes that constantly come out is we're known for big eats, big flavours and people, to Katie's point, leaving really satisfied. And actually, that felt really interesting in terms of a move on, in terms of brand positioning to go, actually, we are the home of fulfillment. That's what Burger King's always been about. We've got home with the Whopper on every single restaurant. And the reason the Whopper exists was to be a big, satisfying eat. And we've never, ever looked away from that. So actually it came from a slight pivot from a brand perspective of being unapologetically about being about food satisfaction, which sounds really simple. But interestingly, in the uk, it's not something that any other brand owns. And it felt very Burger King to own that. And it felt very true from a what customers want, but also the product truth of every single product kind of lives up to that. So at the beginning of 2024, we relaunched with a brand campaign which helped land Foodfilment. So I think the reason that people are talking about FoodFilm in terms of the campaign that you're talking about is it. It was almost the second chapter of that, in terms of helping to bring that insight to life in an even more culturally relevant way than the launch campaign did at the beginning of the year.
- [23:25]
Fergus O'Carroll
So these spots are part of the foodfillment campaign that launched earlier this year. This is me talking directly to you, the listener. So I wanna describe the couple of spots that you're gonna hear. The first one is called fishing, and it's a father and son that are out on the ocean in a fishing boat anticipating catching the fish of it being the greatest experience. They then turn to see a merman, which is actually male version of a mermaid, sitting in their boat holding a burger in its hand. And it's this guy with a huge fishtail character. And you'll hear what happens then. The second spot is soccer, where you see these two teenagers who are having what appears to be their first kiss. The greatest moment of a teenager's life. And the guy is wearing a backpack. And as they describe the joy of the kiss, this same character, although probably not in a merman outfit, he's sitting in the guy's backpack and he starts to talk. Enjoy.
- [24:27]
Katie Evans
Oh, I think I've got something.
- [24:29]
Saskia Jones
Well done, son.
- [24:31]
Katie Evans
This is the best feeling ever.
- [24:32]
D
Is it though? Is it really better than fulfillment? That warm, fuzzy feeling of total food satisfaction, like finishing the last bite of a delicious steakhouse. Angus from Burger King.
- [24:48]
Fergus O'Carroll
No, it's not.
- [24:51]
D
I'm a merman.
- [24:52]
Katie Evans
Oh, makes sense.
- [24:54]
Saskia Jones
Fun.
- [25:02]
Fergus O'Carroll
Wow. That's the best feeling in the world.
- [25:05]
D
Is it though? Is it really better than food filament? That warm, fuzzy feeling of total fulfillment? Food satisfaction like finishing the last bite of a flame growth. Whopper from Burger King.
- [25:19]
Fergus O'Carroll
He's right. Okay, see you later. So was. Was this idea on the wall at the beginning of the year with the first campaign, or was it. Was it a completely separate initiative for you to consider? Katie?
- [25:39]
Katie Evans
It was actually an idea that had Been presented a few years back as part of an insight that had been picked up at that point around, you know, new mums needing to satisfy that hunger post birth. And it was something that we had looked at a few years back, but actually relooked at in the context of fulfillment and partly because it felt like such a real and authentic way to convey that feeling and that need for satisfaction, I guess, in a real life context. So it came back on the table.
- [26:23]
Fergus O'Carroll
God, I love hearing backstories like that. Because many times that's the way things come together. It's like it's unexpected or it happened in the past and it bubbles up again. Sass, was there a sense that it wasn't right at that time and now it was? And why was it feeling better as an execution now?
- [26:43]
Saskia Jones
I think that there was a sense that we knew the insight was true when we were talking about it a couple of years ago, but it didn't feel quite right with the brand positioning of go up or go home. And there was something that as soon as we landed on the Home of Fulfillment as the brand positioning kind of unlocked a lot of these brilliant insights that felt like real moments that Burger King was already a part of that we were able to elevate and talk about in a way that felt real and genuine, to Katie's point, and felt like Burger King had a right to talk about women and to play in that space. And I think it's a really important point to go. There have been lots of insights that are true of Burger King over the years that we have decided to pause or not to talk about because they just didn't feel right or it didn't feel like the brand in terms of the positioning at that point had a right to play in it. And it just felt like as soon as we got to the Home of satisfaction and that idea that that is what Burger King gave you, this idea that that is the moment that the parents most need, that ultimate sense of satisfaction just felt like a no brainer for this street filming company.
- [27:56]
Fergus O'Carroll
So, Katie, for you guys, was there any resistance to doing it? Was there a sense that it was that there was irreverence to it or just that there was just pure honesty to it?
- [28:10]
Katie Evans
There certainly wasn't resistance internally. I think there was an awareness that it was very real and very authentic and a very, I guess, real representation of that moment. You know, not a glossy, airbrushed kind of view of a situation. But then that is what we are all about. So I, you know, I actually had a Lot of really strong kind of positive feedback and a lot of people telling me their same story. So my wife, you know, wanted this or, you know, either the cravings or the things they had to eat. Lots of men toast, which seems to be a firm kind of memory for everyone who's had a baby. But yeah, it certainly didn't get resistance. I think we were very conscious that whatever we did and how we landed the campaign, how we executed the campaign, we were very conscious that it absolutely needed to feel true to that. And that's what we really worked on with BBH is how do we make sure that this does feel real and does feel represented, representative of that moment for many, many months and how do we make sure that, you know, we are speaking to the right people about this campaign before we launch it. Hence, you know, the partnership with Mumsnet and I guess to a certain extent validating it with them and making sure that that insight was, I guess, recognizable and familiar to their readers and you know, the people associated to mumsnet. So, you know that that was an important part of it.
- [29:50]
Fergus O'Carroll
So sas, can you, can you talk a little bit about the considerations when you're executing it? Were there different ways you looked at executing it visually and the moment that you wanted to capture and how did you guys go about doing it? Because it's not staged, it looks authentic. How did you capture those moments?
- [30:15]
Saskia Jones
So I'm glad you picked up on that. So none of it is saged to Katie's point. I think it was really important to us that it was genuinely reflective of a very important moment and a very real moment and one that we weren't going to change in any way. So every single one of those photos is taken by the mum's partner in each story and the film that goes alongside it. We very deliberately picked a director who is a mum of two who very quickly related to that insight and can kind of bring lived experience to the way in which that film was kind of brought together. So I think it was really important to us that we actually did very little in a way to those images and kind of let that moment speak for itself, which is why it's very pared back in terms of the design. So you've got a very simple line and you've got the Burger King logo because I think think those images are so powerful and they speak to those insights all by themselves and they are very real. That actually creatively we did very little in terms of when we saw those images, we were like, these are brilliant. And we Just wanted to keep them as authentic as they were.
- [31:28]
Fergus O'Carroll
So the film that you're referring to is a spot. It looks like it's been edited from footage that was taken by the parents themselves. So then you're getting all this footage in and then this person you refer to who can bring us in sensitivity to it, then she's editing it together for you. Right? She's not there with a camera at any point?
- [31:48]
Saskia Jones
No, no, we're not there with cameras at any point throughout any of the out of home or the film that you see at all. That is all taken in the moment by the family themselves.
- [31:59]
Fergus O'Carroll
So the proposition was that you were going to be delivering on that day, the 26th of. Or 20 is the 26th or 27th.
- [32:07]
Katie Evans
26Th of September, which is the day most babies are born in the uk.
- [32:11]
Fergus O'Carroll
So during that day, at major. Some major hospitals around London, you would be delivering free to the maternity wards. Is that. Is that the way it was structured?
- [32:21]
Katie Evans
Yeah, that was it. To celebrate that moment and that day when we launched the campaign, that was the activation.
- [32:29]
Fergus O'Carroll
Love it. And so sas, how did that roll out when you look at. Because I've seen some out of home executions, I've seen some social posts. How did you roll it out?
- [32:40]
Saskia Jones
We had social posts and out of home, digitally out of home, within proximity to the hospitals that we were delivering to that had a grill line essentially where new parents could call in and tell us a little bit about when their child was born. And then we delivered whatever their order was to the hospital that they just didn't bath.
- [33:06]
Katie Evans
And we're in a dark state of raw motion. She's not had any pain relief yet. So tired. I'll be so happy. So hungry.
- [33:50]
Fergus O'Carroll
This is the moment we've all been waiting for.
- [33:52]
Saskia Jones
Bro, you want a Burger King?
- [33:56]
Katie Evans
Oh, my God. Amazing.
- [34:17]
Fergus O'Carroll
The thing that a lot of people in the industry have discovered because it began to get promoted a lot, was that grubhub had done a similar execution. Now tell me about that, Katie, and why that didn't really matter for your market.
- [34:35]
Katie Evans
Look, I mean, they had clearly landed on an insight around new mums cravings post birth. It's clearly a, you know, a common insight. We don't have GrubHub in the UK, but obviously we did become aware of the campaign when they launched that theirs. We were already months into the planning of our campaign and look, you know, it didn't change our to. To push on with. With what we were doing. It's a different market but, you know, and obviously they looked at it in a slightly different way. I mean, clearly both were born out of a, you know, an insight for those, you know, an insider. And mum's cravings post birth.
- [35:15]
Saskia Jones
What I'm really proud of is we could have rushed it and got it out earlier, but I think executing it on the day that most babies are born in the UK was really important to us in terms of adding that relevance, feeling real and feeling really authentic. So genuinely, really proud as an agency client team, that we kind of just stuck to our guns and went with it because we really believed in it. We knew the insight was true and it was really important to us to execute it on that day because it felt like it really is celebrating mums across the UK in a very Burger King way.
- [35:48]
Fergus O'Carroll
Yeah. And I think the fact that grubhub, I didn't know that grubhub was not available in the uk, so it really wasn't a factor in the real world. It's just our navel gazing in the industry that sort of began to make it an issue. Right, so let's. The final question is about results, Katie. What can you share about what your goals were and what was achieved?
- [36:07]
Katie Evans
The goals were, you know, to land, I guess, as part of our food filament strategy, to land that in a very real way and in a way that, yes, would drive attention and would drive notice. I think none of us expected the conversation or debate that it would spark in the, as you say, in that world of LinkedIn where, you know, we've had weeks and weeks or two weeks, should I say, of very interesting comments and very interesting, I guess, debate on the campaign and what our intentions were. I mean, we've talked about what our intentions were. I don't think any of us expected such a difference in opinion or gender divide on the appropriateness of the campaign or the intention of it. But that conversation just ran and ran and has continued to run. I guess from a results and a performance perspective. The majority of the sentiment and the majority of the commentary we've seen on the campaign has been positive. I think about, you know, 10% of it, if not maybe a little more, has been negative and some neutral. But, you know, we've seen about 60% positive on balance. And we're, you know, we're very happy with how it's gone. It's been talked about globally, you know, it's made national news. It's certainly created, I guess, an unexpected debate from our perspective.
- [37:35]
Fergus O'Carroll
It's a great campaign. Bundles of joy. You can, you can see the work on our website. We'll have dropped in some of the audio off of that spot so people will be able to hear it, but they can see it on the website@onstrategyshowcase.com it is Katie Evans, Chief Marketing Officer of Burger King in the uk. And it is Saskia or Sass Jones, head of strategy and partner at BBH in London. Thank you both for carving out some time today. We appreciate it.
- [38:04]
Saskia Jones
Thank you so much.
- [38:05]
Katie Evans
Thank you.
- [38:05]
Fergus O'Carroll
And we will see everyone on the next episode.