Burger King switched up its target from the usual McDonald’s. This time, they’re after KFC, with their $4.99 Grilled Chicken Sandwich. In the :30 TV spot, the King refers to himself as “KFG,” or the “King of Flame Grilling” while dressed in a white suit, exactly like the one usually worn by Colonel Sanders. As usual, Burger King integrates PR, Social, but this time even packaging: Stores in Kentucky, Miami, Los Angeles, and New York will also be using “KFG sandwich wrappers.
It’s not new that Burger King is a troll. The brand voice playing with different competitors is getting stronger and people are having fun engaging with it. What is new and interesting this round, however, is the inclusion of packaging. Burger King is not isolating marketing from in-store experience, but making it one consumer journey from awareness to purchase, then to sharing. We must also take this holistic approach, to integrate the in-store, or mobile purchasing experience, so that customers can have a memorable enough experience to share with friends.
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