Burger King- TV/Case Study

As the creative director- and often writer on the youth and family business for Burger King- it was my job to not only make the work great but to have it appeal to kids, adults, and parents. It’s a tough task when playing in the sandbox that is “Kid’s Advertising”. And when you’re up against the arguably kid-centric “Happy Meal” work and the powerhouse that is, “McDonald’s” well, it just makes it all the more challenging. Add to that, the inclusion of various children’s regulatory and advocacy groups with compliances for how we advertise and with what food options- and this task becomes almost impossible. However, with the creation of the “Benson Family” campaign and the occasional animated executions and blockbuster promotions, we were able to accomplish just that- great work, with broad appeal across multiple platforms and categories. And all while pleasing everyone we needed to please.

The work proved to be a huge success and stood the test of time. We were one of the longest-standing agencies of record for Burger King (no small feat indeed). We also saw multiple quarter increases in Kid’s Meal sales- all the while working under extremely tight deadlines with multiple promotional partners ranging from movie studios to toy manufacturers. And with budgets ranging from $4500 up to $1,000,000 (no complaints there). Even through various “changes of the guard” so to speak, at Burger King a real chemistry with the client as well as each partner involved helped secure this longstanding, successful relationship.