Burger King’s ‘King Deals’ value menu was launched in February 2009 to compete with the wide range of value offers from other QSRs such as McDonald’s and KFC. However, the King Deals advertising campaigns are more than a value meal: they’re a steal!

 

The King Deals marketing theme is based around ‘robbery’, as the King Deals menu is such great value it feels like a crime to buy it. Consequently, this idea was taken into consideration during the planning process.

 

TV and OOH (National 6 sheets and Bus Supersides) acted as the backbone of each campaign creating mass awareness. This was further complimented by a variety of media that tapped in to the ‘robbery’ theme such as ATM ads, Bins in Malls where one can ‘dispose of the evidence’, and Changing Room panels where the thought of stealing may arise. This was a fantastic creative idea by Crispin Porter Bogusky, particularly given these trying economic times!

 

Burger King have ran three King Deals campaigns in 2009 and the success of the menu has resulted in it being continued in to 2010.

 

By Nadia Di Vuono