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Hotter, Crispier, Tastier
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Brief: Convince consumers that Burger King's new french fries were better than McDonald's. Consumer taste tests already proved it.
INSIGHT
When you've got a better product, let the product speak for itself.
PROGRAM: Free FryDay. A single day when every man, woman and child could enjoy the fries for free. No strings attached. The formula to make big, national news.
The Burger King FryMobile a 48-foot kitchen on wheels that toured 35 markets to sample the new fries in center-city locations as part of the Try the Fry America Campaign.
RESULTS
The largest one-day sampling event in fast-food history.
The biggest sales day in Burger King's history.
More than 15 million bags of fries were sampled, with most consumers opting to purchase a soft drink, burger, or both.
More than 125 million consumer impressions in the campaign's first 10 days alone (more than 400 million total), on outlets from The Late Show with David Letterman to CNN to The Wall Street Journal. Wide and positive coverage in each of the 35 FryMobile tour markets.
More than 80 percent of people visiting a quick service restaurant in the 30 days following the launch were aware of the new fries.
29% of the awareness came from public relations, which represented only 3% of the marketing budget.
Near 100% franchisee participation.
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