In the Pursuitof Great TasteStrategic Thinking: Brand & CreativeDevelopment #2: Oct. 17, 2012

CHAPPY

The Pitch Agency

Objective

Curate strategic elements to tella new compelling story about‘great taste’ and why consumerspursue it

Brand Belief

Pursuing great taste never ends

Universal Need

For 1 million years fire hasbrought mankind together toprepare food and feast upon it

Maslow: Love, Belonging

Logic Flow

Fast food tastes fast,reminding me I’meating “fast food”

When good food isshared, patience

counts

Consumer &Cultural Insight

Maslow Taste is King

‘A taste for more’

“Freedom”

“Anticipation”

You can only savorwhat you have time

to taste

Love-Belonging

Great taste is a journeynot a destination

OR

FoodFast Food

Pred

icta

ble

Flav

orfu

l

Map 1

FoodFast Food

Ap

pea

ranc

eFl

avor

ful

Context

Fast Tasting

Fast Flavors Fresh Food

Popular Food

VarietySiloed

Ass

emb

led

Cra

fted

Map 2

Unoccupied categorypotential

VarietySiloed

Ass

emb

led

Cra

fted

Context

Commodity

Dependency Authority

Democracy

Archetype:Explorer

NEVER STOP EXPLORINGANOTHER DAY.

ANOTHERADVENTURE.

NO RESERVATIONS

Archetypal ValuesExplorers are independent, curiousindividuals discovering and plotting‘the way.’ Burger King is:

Pioneering: fire-grill experience Adventurer: BBQ menu innovations Wanderlust: locations in 73 countries Iconoclast: The Whopper Individualist: in pursuit of ‘great taste’

Consumer AffinityBurger King users can relate to:

Bing Red Bull Jeep Beats Kayak.com Dunkin Donuts Ray Ban

Brand CompassBrand Belief: Pursuing great taste never ends

Universal Need: Belonging, Grilled food tastes better when it’sshared

Category Context: Fast food shouldn’t taste fast all the time

Archetypal Meaning: Exploring the journey of taste

Borrowed Memory Structures: Why men don’t ask for directions,following your nose, mobile device as a sixth sense, scavengerhunts, Great Taste Awards

Brand Benefits: Fire-grilled flavors

Manifesto: ‘InPursuit of GreatTaste’We don’t eat the first thing we see. Our eyes aren’t bigger thanour stomachs. Wolfing down food fast is for animals not kings ofgreat taste.

And since 1957 Burger King has been on a singular mission topursue great taste morning, noon and night, no matter thesacrifice or time.

When great taste is discovered it is shared, eaten socially by allwho can appreciate life’s new tastes.