Burger King and Gray launch humorous campaign for ‘King of the Day’ value offers

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These days, the word “value” has become nebulous among consumers and marketers. It is often misused, overused, and as a result has lost much of its meaning.

These days, the word “value” has become nebulous among consumers and marketers. It is often misused, overused, and as a result has lost much of its meaning.

However, Burger King’s King of the Day special aims to reclaim the notion of value, offering a full-size burger different from their usual menu, every day, for just R29.90.

“It’s important to us to offer value for money that isn’t cheap, but rather good quality burgers that are freshly prepared and available in a variety of choices,” says Ezelna Jones, marketing manager at Burger King.

It was a useful insight to tap into, especially given the Januworry pressure everyone is feeling.

This allowed Gray to craft a humorous campaign that exploits how expensive things have gotten, and then juxtaposes that with Burger King’s true value.

The result was a campaign that successfully separated brand and retail, showcasing both concept and offering.

Launched outdoor and social, the campaign was led by two TV spots showing people trying to buy different necessities (petrol and shoes) for just R29.90.

“Burger King is a globally iconic brand that has produced some of the most influential campaigns of all time, so it was a pleasure to work with them. It’s also always a pleasure to work on food retail campaigns that have a simple, clear message – which, in this case, is exceptional value for money,” said Glenn Jeffery, Executive Director of creation at Gray.

Looking for a director who could capture the right nuanced balance, Gray approached Jozua Malherbe of 7Films.

“What I liked about the script was the simplicity and strength of the idea. I chose to shoot the spot in as few shots as possible, relying instead on the actor’s performance and wow it paid off for us. It’s funny, relevant and memorable – and what a treat to do,” says Malherbe.

While times are a bit tough, Burger King is letting everyone know that there are places where you don’t have to tighten your belt – quite the opposite, in fact.

Burger King “Essence”:

Burger King “Sneakers”:

Credits:
Burger King – Marketing Manager: Ezelna Jones
Burger King – Marketing Manager: Inoba Siwundla
Agency: Gray Advertising Africa
Creative Director: Fran Luckin
Executive Creative Director: Glenn Jeffery
Producer: Vanessa Borthwick
Creative Director: Erin Brooks
Writer: Billy Rivers
Art Director: Tushi Mashimbye
Group Account Manager: Brett David
Production company: 7Films
Director: Jozua Malherbe
Cinematographer: Adam Bentel
Producer: Nina van Rensburg
Art Department: Ewan Rosie
Cabinet: Schalk Myburgh
Casting: Casting Initiative

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