Nowhere is the competition hotter, or branding more fierce, than the flame-broiled grills of America’s fast food chains. This makes Burger King’s latest PR Special leads campaign, to ‘rename’ itself, all the more baffling. Since slipping to become the No. 3 fast food chain (Wendy’s took the No. 2 spot from BK last year), Burger King has abandoned the burger — its namesak Special leads product — for its starchier sister: the fry. After releasing the French Fry Burger and the new , it took the fry-fixation one step too far, pretending to change its name to “
Fries King.” logo-fries-king Burger King’s website displayed a Special leads redone company logo: a pouch of fries replaced the familiar, stylized hamburger, and the words “Fries King” appeared over the logo in place of “Burger King.” Below the logo was the clincher: “Formerly Burger King.” They took to social media, posting reams of photos to Facebook and Twitter, unveiling the Special leads new corporate logo. The mixed reactions to Burger King’s campaign provide three important lessons to marketers — especially those striving to maintain consistent Special leads global brands: 1. Don’t confuse the customer.
While we normally applaud creative social marketing, don’t sacrifice Special leads clarity. If the company’s Twitter followers responses are any indication (example: “Can’t tell if it’s true or not, but did Burger King really change their name to Fries King…? I don’t … what.”), they confused most consumers who they reached with their campaign. A tongue-in-cheek campaign is one thing Special leads, a puzzling communication with no punch-line is another. fries king twitter 2. Don’t abandon your heritage. Burger King has always been about, well, the burger. Whether it was their “Home of the Whopper” ads, the November 14th.