When I was younger and didn’t care about much, Burger King’s chicken sandwich became one of my go-to fast food items. Thanks to the chain’s bombardment of terrible commercials, however, I’ll never eat there again.
Advertising for fast food is not hard. Just look at McDonald’s. Instead of trying to go out of the box to reel people in, McDonald’s goes at it the simple way.
To advertise its new crispy chicken sandwich, McDonald’s rolls out this short, jumpy commercial that shows a variety of different people enjoying the sandwich in different environments. It doesn’t try too hard. It delivers exactly what it intends to deliver.
Here is another example of a short and to-the-point McDonald’s commercial.
“We know you want to quench your thirst with a large soft drink, and we happen to have them for $1. Stop being cute, come to McDonald’s.”
This is how fast food marketing should be. No need to be cute. Be quick and to the point. Jump around to different people and scenes if you want. Tell me what I need to hear, show me what I want to see, and nothing more.
Burger King, on the other hand, has found its commercial recipe and has driven it into the ground for years. I don’t think it plans on stopping anytime soon, either.
I’ll give Burger King this: it is quick and to the point, and tell you what you need to know. But its path in getting there is the problem.
Burger King has decided that using “real customers” (who are all probably paid actors) inside the restaurant to talk up its new products is the best way to sell said products. In this commercial, the company blindfolds customers and gives them a chance to “touch the King’s buns” in order to win a 2 for $5 meal.
The blindfolded customers then have Burger King’s new sourdough buns placed in front of them to touch. Haha, genius!
In this commercial, we once again get just a random, normal customer that also happens to be a stadium vendor. Stadium vendors are hotdog experts, of course, and should be the consumer’s go-to for anything and everything hotdog.
The vendor discusses how he serves boring, bland hotdogs all day and how Burger King’s hotdog is vastly superior. Man, I can’t wait to go grab one of those!
Luckily, Burger King treated us to a different location, moving outside to interview people on the street.
In this brilliant ad, a man holding a Burger King-branded microphone asks a random man on the street how much he thinks a box of 10 chicken nuggets costs. When the random man on the street responds, “$5?” he is informed they cost just $1.49.
The Burger King interviewer then asks, “Is that a brainer?” to which the man on the street responds, “It’s a no-brainer,” much to the delight of the Burger King interview. Brilliant, thrilling marketing.
Last but not least, Burger King once again hits the streets to ask random people about its products. This time, we see whether these folks believe Burger King’s french toast sandwich is sweet or savory.
After a flurry of answers for sweet and savory, we get hit with a huge surprise: it’s both sweet and savory! “Why choose when you can have both?” the narrator exclaims at the end.
Shame on you, Burger King, for continuing to flood my TV screen with your terribly thought-out commercials. It is a shame to marketing fans everywhere.