Teamwork
MKTG 4175: Advertising and Promotion
Review Burger King’s advertising strategy and create a new product to market
This assignment involved researching about Burger King and the advertising agency Crispin Porter & Bogusky (CP&B) who at the time handled all of Burger King’s advertising initiatives. We analyzed Burger King’s use of social media when trying to convey their various messages as well as how the company is competing against their competitors . I then thought of a way to help boost their brand reputation by creating a new campaign centered around a new product launch. The spicy grilled chicken sandwich idea was something to compete against Chick- fil- A’s spicy chicken sandwich. The grilled version was meant to be more healthy which would target a more health conscious consumer who still valued taste. For this new product we developed several analysis utilizing the 4P’s strategies, VALS- Values Charts, and created three new advertisements.
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