Author
Peter Adams
Marketing Dive
Dive Brief:
- Burger King’s new ad depicting the chain’s signature Whopper sandwich growing mold after prolonged exposure received a mixed response from consumers, but could still be a successful ploy by the brand, according to an Ace Metrix analysis shared with Marketing Dive.
- In terms of desire stoked in a general group of consumers, Ace Metrix found the creative landed 36% below average QSR advertising benchmarks. Over one-fourth of viewers (26%) were actively turned off to purchasing from Burger King due to the ad that shows a Whopper accumulating mold over 34 days. Emotional reactions were similarly negative, with the moldy Whopper strongly evoking feelings like “Gross,” “Inappropriate” and “Ridiculous.”
- But visceral responses resulted in the ad capturing attention levels 10% higher than the QSR norm when viewed to completion. Burger King’s central message — that the Whopper grew moldy because it had no artificial preservatives — was also well communicated and ranked as the “single best thing” about the ad among those surveyed.
Continue reading the full article on Marketing Dive.
