Essay About Mc Do And Burger King

Burger King: Promoting a Food Fight
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Burger King :Promoting A Food Fight
SUMMARY: Burger King: Promoting a Food Fight
ALL ABOUT THE CASE
CHALLENGING CONVENTIONAL WISDOM
Events: 2003 and 2004
2003 – Outcome of BKs performance and its competitors
> It turned out that:
* MC Do (No. 1), reported 9% sales jump to a total of $22.1 billion
* BK (No. 2), sales slipped about 5% to $7.9 billion
* Wendy (No. 3), had spiked 11% to $7.4 billion, putting it in a position to overtake BK
2004 – Burger King CEO Grad Blums move
* reviewed the companys 2003 outcomes
* fired the firms advertising agency Young & Rubicam (Y&R)
* award the advertising of BK Company to Crispin Porter + Bogusky
(Crispin)
The Advertising Agencies:
Young & Rubicam (Y&R) versus Crispin Porter + Bogusky (Crispin):
Young & Rubicam (Y&R)
# had gotten the $350 million BK account only 10 months earlier
# to help revive BKs sales, it had developed a campaign with the theme
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get better grades “THE FIRES READY” which focused on BKs flame-broiled cooking
method versus frying
# observers found the message to be FLAT and UNINSPIRING and the
declining sales sealed Y&Rs fate
Crispin Porter + Bogusky (Crispin)
# creative shop that was known for its offbeat, unorthodox, and even
irreverent promotions
# found an inexpensive ways to gain attention, veering away from the
traditional mass media
# had produced award-winning, low-budget campaigns