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Burger King X Headspace

#TakeABreather To Move Forward

Executions

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Process

Professor: Daniel Sarmiento
Team Members: Audrey Li
                          Mariel Rosati
                          Jenny Zhou
                          Zimo Zhu

Project Overview:

In recent years, Burger King has been known as a "hackvertising" company with buzzy and often-controversial campaigns, decreasing sales growth. Burger King’s brand image is relatively unknown while other competitors have their unique and firm voices: people choose McDonald's for the youth and Wendy's for family care. 
Burger King missed the big market—young women, and had a negative reputation in the female audience for doing sexist campaigns. 

Media Choice:

Headspace App, New Packaging, Instagram Reels, Tiktok, OOH Posters

About the Brand Burger King

Burger King was founded in 1954 by David Edgerton and has become the second largest fast food hamburger chain in the world. Burger King provides fresh and delicious burgers, french fries, soft drinks, and much more. Burger King now has more than 15,000 restaurants around the world in over 100 countries. It is the original Home of the Whopper series.

Primary Research

Survey & In-depth Interviews

We designed a 17-question survey, aimed to learn more about Gen Z females aged 18-23’s fast-food consuming behaviors and attitudes, and their perception of the brand Burger King.

Distributed on WeChat, Facebook, Instagram.

Generated 60+ responses.

Insight

Gen Z women commit to the hustle and they often forget to take a rest to listen to their minds and bodies.

THE SINGLE MOST IMPORTANT IDEA
Treat yourself with Burger King for a moment of self-care.

Situation Analysis - 4Cs

Culture

  • The fast food culture as a kind of commodity, consumption is its motive and purpose of production.

  • Accelerating pace of life in urban areas and the need for quicker and cheaper meals.

  • Most significant features include being efficient and convenient. 

  • Satisfies people’s demands.

Competition

  • Fighting for market share from major fast food brand competitors such as McDonald’s, Chick-fil-A, and Wendy’s.

  • On average have higher calories than McDonald’s.

  • Fewer snacks options than McDonald’s.

  • Do not have their signature drinks/snacks.

  • Focus on beef burgers when competitors are focusing on chicken and fish.

Consumer

  • Lean toward males, ages 18 to 35.

  • Need to get quick and convenient lunch in hectic lifestyles (work/study)

  • Tech-savvy young men.

  • Men like lunch more than women, while women prefer snacks and quick-service breakfast compared to men.

Category

  • An increased amount of vegan and vegetarian options.

  • Healthier alternatives to fit a variety of lifestyles.

  • Sustainable packaging.

  • Consumers are becoming increasingly health-conscious.

Target Audience:                              Gen-Z Women

  • Gen-Z female college students and young professionals aged 18-23 who eat fast food 1-10 times per month.

  • They have busy lifestyles and lack extra time to dedicate to themselves and their own interests.

According to our primary research...

36% 
Consume fast food in needs of comfort food

53% 
Consume fast food because it tastes good

"Fast food is guilty-pleasure"

"Fast food makes me happy"

"I’ll be satisfied if I get what I want to eat"

  • Gen Z are more likely for stress, mental exhaustion, and burn-out

  • Gen-Z women are significantly more likely to have mental health challenges than the total population

  • Gen Z say they feel guilty taking any time off work

  • Gen-Z adults are actively seeking ways to reduce stress.

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Creative Brief

What do they currently think?

They have no strong opinions on Burger King as a brand.
Consider fast-foods as an unhealthy guilty pleasure judging solely on nutritional value. 

What do we want them to think/do? 

I choose Burger King because it cares about me, understands my challenges, and provides comfort and temporary gratification in moments of stress

What are the Reasons to Believe? 

Gen-Z women are significantly more likely to have mental health challenges than the total population. 69% of Gen-Z adults are actively seeking ways to reduce stress. This campaign brings resources to our consumers that we want them to be not only physically full but also mentally recharged. 

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