Burger King's 'Subservient Chicken' Marketing Campaign

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Case Details:

Case Code : MKTG233
Case Length : 23 Pages
Period : 2003-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Burger King Corporation
Industry : Fast Food
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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About Burger King

Burger King was headquartered in Miami, Florida, USA. For the fiscal year ended 2008, it recorded revenues of US$ 2.45 billion (Refer to Exhibit I for Burger King's financials). As of 2009, the fast food chain had global operations in the US and Canada, Latin America, the Middle East, Africa, and the Asia Pacific...

Burger King's Earlier Marketing Campaigns

Burger King had been advertising its products since the late 1950s. However, it launched more aggressive marketing campaigns in the 1970s. In 1974, Burger King launched the 'Have it Your Way' campaign that conveyed to consumers that they could order burgers at Burger King the way they liked them...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The Challenge

In 2003, Burger King witnessed a drop in US sales to US$ 7.9 billion from US$ 8.3 billion in 2002. At the same time, the sales of its competitors were increasing significantly. While sales at McDonald's rose to US$ 22.1 billion from US$ 20.3 billion, Wendy's sales increased to US$ 7.4 billion from US$ 6.8 billion...

The 'Subservient Chicken' Campaign

One of the initial strategies adopted by CP+B at Burger King was taking a back to basics approach. The agency decided to resurrect its 'Have it Your Way' slogan created in 1974 since it struck a chord with a lot of people...

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