Burger King has a long history of being humorous on social media and every year on April Fools Day, people are waiting to see their campaigns.
When you mention Whopper, it can be 2 things: one is Burger King’s signature hamburger and the other means something unusually big. No matter how you conceive, it all qualifies to become the subject of the campaign. The key to their success lies in the way they bring up ideas that might be a potential solution for a particular target audience and the use of social media to spread it fast and wide. In another word, Burger King comes up with jokes that arouse the implicit needs of its customers.
Campaigns that wished to be true
In 1998, Burger King shocked everyone with the “Left-handed Whopper” campaign. The idea was to solve the problem of 1.4 million left-handed customers going to their store daily in the USA. Everything was the same except a 180* rotation for a better grab and comfortable experience for customers. They also proposed to change the positioning of all condiments to avoid any inconvenience during consumption. The brand even published detailed research on the rotation that makes the joke seem so real. A large number of people believed in the innovative solution and waited for it to come out. Although it was simply a prank, Burger King would significantly benefit a superior position from the idea if they convert the joke into reality. Why? Because how many brands ever thought about minor customer communities at that time?
The brand released the “Whopper Toothpaste” campaign on April Fools in 2017 with an idea to have a product that keeps the customers’ favourite burger flavour and their teeth clean all day. They even scrutinised the technology Whopper Diffusion and ads that show the approval from dentists and women. The idea for a “whopper fresh” mouth is interesting, but the way they understand customers’ pain points and unconsciously pursue them is fascinating. Behind the joke is a process where the marketing department has to do strategic research and come up with a social media plan that differentiates them from others and makes people remember easily.
Real Campaigns, Real Changes
Conjunction with Impossible Food, in 2019, Burger King promoted the “Impossible Whopper” which emphasises a high-quality plant-based hamburger for everyone. The idea for veggie fast food is not too strange, however, brands often fail at redirecting customers’ behaviour because of unimpressive taste. Burger King’s April Fools marketing plan was successful to put the campaign in the spotlight and the best part was how they made the impossible possible. This time, it wasn’t a prank. In a Business Insider review, the writer said that he quite likes the Impossible Whopper compared to other plant-based burgers and how his vegetarian friends feel more comfortable to have an easier choice and better experience.
In 2018, on April Fools Day, the world was stunned with the idea of “Chocolate Whopper ”, but no one had a clue about how serious they were with it. Exactly 3 years later, the brand started selling Chocolate Whopper alongside Mashed Up Fries and Nugget Dipper and once again, they got all the attention. People queued to have a bite of it and surprisingly, although the main character is Chocolate Whopper, Mashed Up Fried was the one that got customer love.
THE POWER OF THE UNEXPECTED
Through Burger King’s April Fools campaign, it proves that April Fool’s Day is a golden opportunity for brands to show how creative they can be. Unlike other days, the audience will be more open-minded about brand new ideas. No marketers want to miss this moment. Another April Fool’s Day is coming soon and what kind of surprise can we expect from Burger King and other brands?
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