CMMK2034 Advanced Communication for Marketers

Introduction

The selected company for this assignment is Burger King. The company made headlines when they launched its recent advertisement- showcasing a Whopper going mouldy. This particular spot was launched as the chain announced that it would remove the artificial colours, preservatives and flavours from its famous sandwiches in the United States (imageinabox.com, 2020). Around and more outlets of the company have an additive- free burger, and the organisation expects all of its Whoppers to follow it by the end of the year.  

But this particular advertisement, that featured a mould in food had broken all the rules of promoting a meal, which mainly includes the attractively shot food items that has been done by the stylists. It even seemed that the company took a dig at their biggest competitor, whose burgers are believed to last for years without rotting, representing a huge use of preservatives.

Strategy behind the advertisement:

Burger King tried to become subversive and had pushed the creative boundaries in order to develop the business growth through this advertisement. However, this advertisement attracted a lot of target audience and beyond that as well (Ceil, 2018). They were all over the social media platform, but the customers said that this might have caught their attention, but this will not let them to eat a burger the next time, which defeats the purpose of this advertisement. In addition to this, they even said that it had lost the appetite all together, and they might not eat burger in the near future.

Was the advertisement Good, Bad or Ugly?

Every individual had their own opinions about the moldy Whopper campaign, but after sorting all of these opinions were categorized under there aspects.

Good- Several people said that the company made a brave and a clear advertisement that has efficiently positioned their burgers as naturally it would become after some days, if they are not added preservatives or any artificial ingredients (Ewing, 2020).

Bad- The brand has made a piece of self- indulgent awards attraction, which generates a negative connection between the spoiled food and their brand. Whatever their objectives were through these advertisements, it had set their customers off.

Ugly- Burger King did succeed in their real aim of cutting through the noise of media and getting talked about, and this was the main thing that they needed to do. This particular advertisement was deliberately made ugly (Ewing, 2020).

Technological disadvantage:

The advertisement was tested by some of the technology companies and it scored 1.0 stars. It the company has done this out of cleverness, then their cleverness is going nowhere, rather it is receiving a lot of negativities towards the advertisement (Gergova, Lundqvist & Muscat 2015). The major issue with the interpretation is that, the company’s intention of how it wants it to be positioned, but these intent counts very little. This advertisement was said to be bad which will do no good in the near future. A lot of its customers, whom the company might have targeted through this advertisement, themselves are talking negative about the brand on social media sites.

References:

Ceil, C. (2018). Business Communication Reflection on Burger King. Available at SSRN 3520419.

Ewing, T. (2020). Good, Bad or Ugly; The Moldy Whopper - System1 Group. system1group.com/. Retrieved 27 September 2021, from https://system1group.com/blog/good-bad-or-ugly-the-moldy-whopper.

Gergova, T., Lundqvist, E., & Muscat, N. (2015). Burger Wars-case Burger King vs. McDonald's. LBMG Corporate Brand Management and Reputation-Masters Case Series.

imageinabox.com. (2020). 6 of the Best and Worst Marketing Campaigns of 2020. Blog.imageinabox.com. Retrieved 27 September 2021, from https://blog.imageinabox.com/6-of-the-best-and-worst-marketing-campaigns-of-2020.

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