Whopper-led challenger advertising rebuilt Burger King’s salience, customers, market share and profitability.
This case details a multi-year strategy to rebuild the salience of Burger King to grow market share and get more consumers buying higher-priced items from its menu.
The chain’s Whopper burger was the ‘hero’ of challenger-style ads designed to get the brand talked-about and re-appraised. Adverts showed cravings for a Whopper in the context of Brexit, a first kiss, and after giving birth.
Evidence of effectiveness presented includes rises in buzz, share of search, and brand metrics – notably a 33% rise in consideration.
Between 2018 and 2025, it is estimated Burger King gained 1.7m customers, grew market share by 63%, and increased average orders by 20% after inflation. Profit ROMI is calculated as £1.18 per £1 invested in the short term and £5.75 in the long term.