Ditching the “King” to take a more traditional route may be the best marketing move Burger King has made in a long time in the US… and it’s potentially having an impact on its long time rival McDonald’s.
Since the California Whopper ingredients-focused campaign launched over three weeks ago from new agency McGarryBowen, Burger King’s perception with burger eaters has sizzled while taking a bite out of McDonald’s numbers.
Both Burger King and McDonald’s brands were measured using YouGov BrandIndex’s Impression score, which asks respondents: "Do you have a general positive feeling about the brand?" Results were filtered for consumers who have eaten hamburgers in the past month.
Just before the campaign premiered the weekend of August 20th, Burger King’s Impression score was half of McDonald’s score – 24.4 compared to 48.9. Ten days later, the perception picture changed dramatically – Burger King soared to 45.1 on August 30th, while McDonald’s drifted down to 41 the same day.
Currently, Burger King is retaining its edge over McDonald’s – 38.8 versus 35.9. McDonald’s current score is well below its August 18th high of 54.