When I first saw Burger King’s #FeelYourWay campaign idea, I thought it was a joke. To support mental health, Burger King is offering Not-So-Happy Real Meals. Wow. Now that I fully understand the campaign….it really is an embarrassment to marketing.
We are better than this. We have to be.
May is mental health month, and this is Burger King’s attempt to offer their support. Has no one on the BK brand team or agency team known someone who suffers from mental health?
Haven’t we all?
My goodness, mental health is not about getting a nasty text or having someone write a name on your locker. I have known nice, brilliant, beautiful, successful people, who appear to have it all on the outside, suffer from mental health. For many, it is far beyond their control. A non-happy meal just won’t cut it.
Here is the Burger King #FeelYourWay ad
This is a classic problem/solution ad. I felt they did a very good job on the problem set up. Real situations facing the young people of today. But, the solution is rather stupid–a Whopper, fries and a drink–with a cute name on it. Thinking people are “pissed off” really undermines the real issues of mental health. Apparently, every meal, no matter which one you choose, is the same Whopper, fries and a drink.
Last month, Burger King was talking about the “angry” whopper. Maybe someone at 3G needs a mental health seminar, to help them better understand what real people are going through.
Cool stuff does not equate the smart, creative stuff
Every week, we hear about Burger King or Wendy’s doing a lot of “cool stuff”, then we hear advertising people praise them. Neither brand does anything that put more bums in seats or sells more burgers. By the definition of strategy, much effort for a low result is somewhat dumb. It used to be that BK and Wendy’s were battling it out for 2nd place, far behind McDonald’s. They’ve since been passed by Starbucks and Subway, and will soon be passed by Chick-Fil-A and Five Guys.
You have to earn the right to be purpose-driven
We keep seeing creative work that might be good work, which the first half of this ad could be, but it doesn’t fit the brand!!! As we have moved to purpose-driven work, marketers have to realize you have to EARN THE RIGHT to play in a purpose-driven space.
Yes, purpose-driven marketing is in style. However, that doesn’t mean your brand has to do it. Better yet, can do it. A purpose is a core belief that must permeate throughout every fiber of your company. It’s not some ad you run for 750 GRPs.
This year, Gillette wanted to talk about male toxicity. It is the perfect message for our times, but the wrong brand. Gillette spent 50 years as a product-driven brand, with ads talking about the 4th, 5th, 6th, and 7th blade they’ve added. All of a sudden, they wanted to talk about improving the behavior of men. You haven’t earned that right Gillette! BTW, they are back talking about how amazing they are at making blades.
Last year, we saw Nike’s Colin Kaepernick ad, supporting his efforts to speak out about human rights violations and race relations in America. As a brand, Nike has earned this right, supporting other athletes speaking out.
Burger King has not earned the right to have a purpose
Burger King is owned by 3G Capital, the same company which has cut spending, seen significant sales declines and laid off thousands at Kraft-Heinz, Tim Horton’s and Anheuser-Busch InBev. There are no signs this organization is purpose driven. To me, this campaign feels completely exploitive of the mental health movement.
I didn’t realize it at first, but Burger King is also using this opportunity, to take a shot at McDonald’s, who is famous for their Happy Meals. This feels completely exploitive and, rather pathetic. Be better BK.
As a marketer, I know we can be better than this.
You will find this type of thinking in my book, Beloved Brands.
I wrote my book, Beloved Brands, as the playbook for how to build a brand your consumers will love.
Beloved Brands has everything you need to run your brand. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a marketing plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.
- How to think strategically
- Write a brand positioning statement
- Come up with a brand idea
- Write a brand plan everyone can follow
- Write an inspiring creative brief
- Make decisions on marketing execution
- Conduct a deep-dive business review
- Learn finance 101 for marketers
Available on Amazon, Apple Books or Kobo
We have the paperback and e-book version on Amazon. Click here to order: https://lnkd.in/eF-mYPe
We are also on Apple Books, which you can click here to order: https://lnkd.in/e6UFisF
If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4
At Beloved Brands, we help build brands that consumers love and we make brand leaders smarter.
Help create a brand positioning statement that motivates consumers to buy, and gives your brand an ownable competitive advantage.
Build a marketing plan that forces smart focused decisions to help organize, steer, and inspire your team towards higher growth
Align your marketing execution behind a brand idea that tightens our bond with consumers and moves them through their buying journey
Use a deep-dive 360-degree assessment of your brand’s performance to trigger richer thinking before you write your brand plan
Our brand training program will help realize the full potential of your brand leaders, so they are ready to grow your brand.
To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching
To learn more about our training programs, click on this link: Beloved Brands Training
You have my personal promise to help you solve your brand building challenges. Above all, I will give you new thinking, so you can unlock future growth for your brand.
If you need our help, email me at firstname.lastname@example.org or call me at 416 885 3911