One week before, the burger king made new advertising videos, as we know they always out of the ordinary. Like we watch in class about "The moldy whooper". Just two months later, they are keeping their step and make a new one in this special time. We know it is a good choice to catch people who cared for and promoting themselves.
This advertising video is petty short, just 30 seconds. The only frames are people who stay in their home and salute for people who still work for the country's safety in this hard time. The background music is so "epic" and "grand". Also with their propagation language, "we are delivering! Stay home and eat burger king!". When they exhort people to stay home, meanwhile achiever "maximum" exposure. It is very normal to follow the real-time dynamic and create an attractive video
"Yes, we still delivery at this hard time for people who stay home and we care about your health." That's their value proposition in this video.
If you look at the comments behind the video, people are talking about that "Couch Patriot" and their unhealthy food. Most people seem like only cared about their performance in food production. Yes, they are delivery but people look like walks away. This would be their challenge, I think most of their time for advertising is focus on commentating on the recent news and being a humorist. Yes, their video is unique and new, people all laughing or feels creative about what they do. But after I saw the comments behind the video, most of the voices are care about their food healthy and food price.
But this kind of advertising is influenced people's thoughts in this hard time. Even the customer has a different complaint with their service or food but the content of that video is pretty relevant to the current food service production in this hard time. They are sharing their ideas with the watcher and tell the customer to protect themselves.
If you check their apps, burger king pays the delivery fees on themselves for the customer and giving away 250,000 whopper sandwiches to nurses. And they are collecting money for the Nurses' foundations. So, they help mitigate the spread of COVID-19 and highlight they are supporting for healthcare professionals.
This is unique with a positive energy marketing approach. Most of the other companies also using this kind of method to propagandize their idea to people and display the enterprise style, concept and brand image. Like Pepsi commercial staring Kendal Jenner in 2017
https://www.youtube.com/watch?v=uwvAgDCOdU4
What I feel after watching most of burger King's advertisement is they are an innovative company.
If I was the brand manager, I will add contents about how our food is made with fresh material and how our food is healthy. They need to focus on the common question about fast food, not just share their advertising ideas for customer's hot topic of conversation.
After I watch this video, I think burger king doing a good job in their new advertising video. Most people feel tired of the traditional advertising approach. They want to see something specific and creative. So, sharing the viewpoint about current popular events with the customer to promote their business, this is very smart.
Like we learn from the class, listen to your customer need and share your business idea. In this special time, the customer need not only fast food, but people also need to hear your voice about care about their safety and health.
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