Satisfry: A Fry Too Far? [Comm 296 Marketing Blog Post 2]
Fast food giant Burger King has been stirring up a marketing storm lately with their new marketing campaign for their crinkle-cut fries that boast 30% reduced calories content compared to their original fries. This might come as a big shock to regular burger goers but what follows this new venture has had the North American consumers caught between laughter and tears. Burger King has decide to promote their new fries using a never-before seen gimmick: a fake re-brand of the entire franchise.
The company also tweeted a video spotlight in which it refers to itself by the Fries King moniker (“formerly known as Burger King”),
and has even gone to the trouble of replacing the signage and packaging at one of its locations with the new Fries King logo as well as uploading a 32-image album onto their Facebook page titled: The Recrowning.
What gave the company away was the fact that the brand has not given up its @BurgerKing handle on Twitter, and its Facebook name remains Burger King. But this does not deter the onslaught of outrage and hilarity in customer reactions in many forms. Judging by some the majority of responses, people aren’t happy with the change. Some are genuinely confused about whether or not the name change is real and others have written passionate posts decrying Burger King’s decision to turn its back on “a well known family name.”
Sources:
http://www.businessinsider.com/burger-king-is-now-calling-itself-fries-king-2013-10
http://business.time.com/2013/10/02/the-web-hates-burger-kings-fake-name-change/
http://adage.com/article/creativity-pick-of-the-day/burger-king-fries-king/244514/
https://www.youtube.com/watch?v=ItllgcH46cE