A few weeks ago, one of the most important companies in the world of so-called “fast food” , Burger King , launched a daring campaign in which its famous “Whooper” appeared to be rather unattractive. It had layers of mould, and it was literally disgusting to look at the image. But the creators of this initiative even dared to upload a “stop motion” video to the brand’s social networks to see the evolution.
The objective was clear and direct: to announce that Burger King was eliminating artificial preservatives from its products.
And if they didn't have enough, the claim they used in this proposal was:
Although the campaign is (logically) difficult to digest aesthetically, it met all expectations and, apparently, also its objectives, since the general public has applauded the fact that they are told the truth, the reality…
Well, we already know that when a iran telegram data brand gets it right… another takes advantage of it. And I don’t mean with an “ambush marketing” strategy , I am closer to “real time marketing” . As I have explained on some occasions, it is about launching pieces, communications, actions, etc. almost immediately. Taking advantage of those moments to be creative, daring… and gain impact. Normally it is an action where humor is usually a good ally.
The latest case linked to the previous topic has been that of Adobe Photoshop . It has known how to “take advantage of the moment” of Burger King advertising, to launch its 30th anniversary campaign. Under the claim “30 years making it cooler” , it reinforces the anniversary by putting an image of a moldy and “rotten” hamburger , with the date of the launch of Adobe Photoshop (02-19-1990), and right next to it, another current one with a great appearance that makes you want to take a bite (02-19-2020):
adobe photoshop burger king mold
As you can see, he has taken advantage of everything (the hamburger, the mold,...) but changing the temporality, from a remote state to the current one.
The campaign has been applauded by different professionals, creatives, advertisers… as an excellent case of “real time marketing” , and for having what is always required in these cases, creativity , agility in timing and message .