Burger King 2008 Annual Report Download - page 12

In fi scal 2008, we achieved our 18th consecutive quarter of positive worldwide comparable sales growth
through innovative marketing alliances, creative advertising and, best of all, great tasting products.
The fi scal year started with our highly successful The Simpsons™ Movie promotional tie-in. With more than
a billion hits, SuperFans of all ages created Simpsonized versions of themselves at www.simpsonizeme.com.
The momentum continued in the second half of the fi scal year with our homage to the 50th anniver-
sary of the Whopper® sandwich. The “Whopper® Freakout” media campaign imagined a world without
our signature sandwich and sparked a frenzy! The campaign was so successful that it shattered the
Nielsen IAG ad-rating service’s record for consumer recall and likeability. That marketing savvy made
for a successful fi scal 2008 and extended our industry marketing leadership.
We offered guests adventures at every turn, including tie-ins with popular box-offi ce hits, such as the
Indiana JonesTM movie, The Kingdom of the Crystal SkullTM, TransformersTM, Iron ManTM, SpongeBob’s Pest of
the WestTM, and The Incredible HulkTM. We maintained our provocative edge by featuring our Late Night
Ambassador, Sean “Diddy” Combs, with the introduction of more competitive hours. We also reached
our guests through new media outlets, including Web banners, iPod® downloads, and a scratch-off
prize contest. Our social currency increased exponentially with our brand mentioned on The Daily Show
with Jon Stewart, The Colbert Report, The Tonight Show with Jay Leno, the Late Show with David Letterman,
The Today Show, and more.
But it always comes back to our great tasting food. We introduced new value menu items, like the Spicy
Chick ‘N Crisp® sandwich and Cheesy Bacon BK WrapperTM, and indulgent sandwiches, like the Steak-
house Burger and Homestyle Melts. Refl ecting our global reach, we developed and leveraged products
from around the world. For example, the U.S. and Canadian Spicy Chick ‘N Crisp® sandwich was embraced
MARKETING—AND MENUS—
FIT FOR A KING
10 :: Burger King
I
n fi scal 2008, we achieved our 18th consecutive quarter of positive worldwide comparable sales growth
throu
g
h innovative marketin
g
alliances, creative advertisin
g
and, best of all,
g
reat tastin
g
products.
The fi scal year started with our highly successfu
l
T
h
e Sim
p
so
ns
™
M
ovi
e
promotional tie-in. With more than
e
a
billion hits, SuperFans of all a
g
es created Simpsonized versions of themselves at www.simpsonizeme.com.
The momentum continued in the second hal
f
o
f
the
fi
scal
y
ear with our homa
g
e to the
5
0th anniver-
s
ary of the
Wh
o
pp
e
r
®
sa
n
dw
i
ch
. T
he
“
Wh
o
pp
er
®
F
re
ak
out” me
d
ia campaign imagine
d
a wor
ld
wit
h
ou
t
o
ur si
g
nature sandwich and sparked a frenz
y
! The campai
g
n was so successful that it shattered the
N
ielsen IAG ad-ratin
g
service’s record
f
or consumer recall and likeabilit
y
. That marketin
g
savv
y
made
for a successful fi scal 2008 and extended our industry marketing leadership.
We o
ff
ered
g
uests adventures at ever
y
turn, includin
g
tie-ins with popular box-o
ffi
ce hits, such as the
Indiana Jones
TM
s
movie,
The Kingdom of the Crystal Sku
ll
TM
l
l
,
T
ransformers
TM
,
I
ron
M
a
n
TM
,
SpongeBob’s Pest of
the West
TM
t
,
and The Incredible Hul
k
TM
.
We maintained our provocative ed
g
e b
y
featurin
g
our Late Ni
g
h
t
Ambassador, Sean “Didd
y
” Combs, with the introduction o
f
more competitive hours. We also reached
o
ur guests t
h
roug
h
new me
d
ia out
l
ets, inc
l
u
d
ing We
b
b
anners, iPo
d
®
downloads, and a scratch-of
f
prize contest. Our social currenc
y
increased exponentiall
y
with our brand mentioned on The Daily Show
wit
h
Jon Stewart, T
h
e Co
lb
ert Re
p
ort
,
The Tonight Sh
ow
with Jay Leno, the
w
Late Show
with David Letterman,
w
T
h
e To
d
a
y
S
h
ow,
a
n
d
m
o
r
e
.
B
ut it alwa
y
s comes back to our
g
reat tastin
g
f
ood. We introduced new value menu items, like the Spic
y
C
h
ic
k
‘N Cris
p
®
san
d
wic
h
an
d
C
h
eesy Bacon
BK Wrapper
TM
r
, an
d
in
d
u
l
gent san
d
wic
h
es,
l
i
k
e t
h
e Stea
k
-
house Bur
g
er and Homest
y
le Melts. Refl ectin
g
our
g
lobal reach, we developed and levera
g
ed products
f
rom around the world. For example, the U.S. and Canadian Spic
y
C
h
ic
k
‘N Cris
p
®
san
d
wic
h
was em
b
race
d
M
A
R
KETIN
G
—AND MENU
S
—
10 :: Burger K
i
n
g