Burger King Brand Perception and Marketing - Mexico
In 2019, Burger King Mexico launched a 'Clown Free' campaign targeted toward Gen Z kids in Mexico, urging parents to host their kids’ birthday parties in a clown-free environment.
The company is also active across Facebook, Instagram, and Twitter, with dedicated pages for Mexico as a means of connecting to its customers, including Gen Zers and Millennials.
'CLOWN FREE' CAMPAIGN
- In an attempt to take on their rival McDonald’s famed clown mascot, Ronald McDonald, Burger King Mexico launched a 'Clown Free' campaign targeted toward Gen Z kids in Mexico, urging parents to host their kids’ birthday parties in a clown-free environment.
- As part of the campaign, the company released a series of very retro and very real family photo album portraits showcasing images of children in tears as they sit on Ronal McDonald's lap. Each of the photo albums had the tagline "Birthdays should be happy. Come to Burger King and book a clown-free party."
- The campaign was strategically aimed to remind Gen Z kids and parents that Burger King hosts kids parties.
- The campaign also reinforced the underlying message that Burger King cares for kids and since birthdays are a very big deal for kids, the Company believes that they should be fun and clown-free. They prefer to be on the good side of children’s memories and not the scary ones, like the traumatized kids in the published ads.
- The campaign was created by the Spanish agency LOLA Mullenlowe and was initially launched in print publications in Mexico. This was followed by extension of the campaign to online and social media from where it made its way into mainstream media in Mexico and worldwide.
OTHER MEXICAN ADVERTISING CAMPAIGNS
- In 2019, the company launched a new campaign called "Traffic Jam Whopper" in Mexico City. As part of the campaign, the company delivered Whoppers right to consumers' car doors when they were stuck in traffic.
- The campaign was targeted toward all consumers in general, including Millennials and Gen Zers.
- The company leveraged real-time traffic data to find areas with heavily congested traffic and the used "Waze banners ads" and "digital billboards" to alert drivers that the delivery service is available to them.
- The Waze banners and digital ads also informed the drivers of the time left to order before the traffic clears up, through the Burger King app.
- The company also allowed its customers to use voice commands to place their orders and kept them updated about when their food was coming. The campaign was designed so that the delivery range was always within a three-kilometer radius of a Burger King restaurant.
- The campaign, created by the We Believers agency, was a huge success and they reported a 63% spurt in delivery orders within a week of the campaign launch. Additionally, the number of Burger King App downloads increased by 44 times during the campaign.
- The company plans to expand the same campaign to other major cities across the globe with traffic menace including Los Angeles, Sao Paulo, and Shanghai.
- Burger King Mexico also has a presence across Facebook, Twitter, and Instagram to connect with all its customers, including Gen Zers and Millennials. The company uses its Mexican social media platform pages to post offers, promotional messages, menu revamps, promotional events, creatives and details about its CSR activities.
- Based on its social media following, Burger King Mexico is well-received. The company has 1.48 million Facebook followers, 21.6k Instagram followers, and around 16.6k tweets on Twitter.
- The company also effectively uses online/digital media to showcase the technology and messaging behind its various campaigns. The company released a series of ads online for its "Traffic Jam Whopper Campaign" in Mexico, demonstrating the technology and methods it leveraged to make the campaign successful.
The company also used Waze banner ads and digital billboards during its "Traffic Jam Whopper Campaign," as part of their marketing efforts and tactics in Mexico.
We were able to find information on one campaign targeted specifically toward Millennials and Gen Zers in Mexico, in addition to another campaign that targeted all consumers, including Millennials and Gen Zers. We were unable to find any information pertaining to the perception of Burger King among Mexican Millennials or Gen Zers.
To start our research, we began by consulting the company's Mexican website to review the company's regional press releases for any information on advertising campaigns launched by Burger King targeted towards Millennials and Gen Zers in Mexico. Normally, companies publish information regarding the launch of any campaigns or advertising programs in their press releases. Therefore, the idea was to search for any relevant information. However, the company only provides press archives for 2015 on its website and there was no pertinent information available. We then tried to check through the archived pages of the website through a website archive tool, but archived pages could not be traced.
We then searched through media articles from publications that focus on marketing, advertising, business, finance, and company data. We also looked through surveys from major consumer data and corporate research firms to find any relevant campaigns by the company. All these are potential sources that publish information on a companies' advertising efforts and, given Burger King's international renown, we thought that these companies may have data on the company's regional advertising efforts. Through this strategy, we found two Burger King campaigns led by Burger King Mexico.
To find additional examples, we searched through the company's social media accounts on Facebook, Twitter, YouTube, Pinterest, LinkedIn, and Instagram and tried to find any mention of any relevant commercials/campaigns in Mexico targeted towards Gen Zers and/or Millennials. Normally, companies advertise any major advertising campaigns/commercials that they have undertaken on their social accounts and so our idea was to visit the Mexico-specific social media pages to find additional examples. While we were able to locate Burger King Mexico's social media presence on Facebook, Twitter, and Instagram, these sources provided generic data about offers, promotional messages, and menu revamps, but there were no specific campaign or marketing details for Gen Zers or Millennials in Mexico.
We then searched through research reports on 'Burger King Mexico' published by consulting, research, or auditing firms. The idea was to see if any of them published any reports on any commercials or campaigns that yielded great success for the company and impacted its topline in a significant manner. Normally, these firms publish reports on all major developments and activities that a company undertakes. However, we were unable to find any mention of Burger King's advertising or branding activities targeted to Gen Zers and Millennials in the Mexico region.
We also searched through Burger King Mexico's parent website, financial filings, and presentations to see if there were any press releases available that would reference Burger King Mexico. The information found on the parent site catered primarily to menu revamps and promotional offers run by the company from time to time. The financial reports provided consolidated information present across Burger King's various subsidiaries and did not reveal any specific marketing/advertising related information targeted towards Mexican Gen Zers or Millennials.