Product details

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Subject category: Marketing
Published by: INSEAD
Originally published in: 2018
Version: 10/2020
Revision date: 12-Mar-2020

Abstract

Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work. Could Daniel Schwartz, Burger King's young CEO and his team make the brand cool again, on a tight budget? Drawing on data from a brand audit, your first task is to define the brand's identity and choose among five positioning ideas. After deciding how to allocate expenses between television, digital and PR, and brand and restaurant redesign, the case takes a deep dive into each component. For the digital and PR components, for example, you have to evaluate eight mock-ups created by DAVID, the agency, and then come up with your own idea, which Burger King will evaluate. This case reunites us with Fernando Machado, one of the protagonists of INSEAD's Unilever in Brazil case (the CaseCentre's 8th best-selling case of the past 40 years). After heading the Dove brand famous for its 'Campaign for Real Beauty', Fernando joined Burger King as the Head of Brand Marketing and is now its Global Chief Marketing Officer.
Location:
Other setting(s):
2018

About

Abstract

Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work. Could Daniel Schwartz, Burger King's young CEO and his team make the brand cool again, on a tight budget? Drawing on data from a brand audit, your first task is to define the brand's identity and choose among five positioning ideas. After deciding how to allocate expenses between television, digital and PR, and brand and restaurant redesign, the case takes a deep dive into each component. For the digital and PR components, for example, you have to evaluate eight mock-ups created by DAVID, the agency, and then come up with your own idea, which Burger King will evaluate. This case reunites us with Fernando Machado, one of the protagonists of INSEAD's Unilever in Brazil case (the CaseCentre's 8th best-selling case of the past 40 years). After heading the Dove brand famous for its 'Campaign for Real Beauty', Fernando joined Burger King as the Head of Brand Marketing and is now its Global Chief Marketing Officer.

Settings

Location:
Other setting(s):
2018

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