In Anticipationof Great TasteStrategic Thinking: Brand & CreativeDevelopment #2: Oct. 18, 2012

CHAPPY

The Pitch Agency

Objective

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

Brand Belief

Patience rewards you

Universal Need

As hunter-gathers learned to usefire to cook 1 million years ago newaromas, preparations and kinds offood aroused their sense ofanticipation as they waited to feast

Maslow: Self-actualization, Fulfillment

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

Spee

d E

atin

gSa

vori

ng

Map 1

Food

Savo

ring

Context

Quick Fix

Mood Enhancer The Feast

All you can Eat

Fast Food

Spee

d E

atin

g

ValueQuality

Rig

ht N

owPa

tienc

e

Map 2

Unoccupied categorypotential

Context

A deal

The Best Better

Accessible

ValueQuality

Rig

ht N

owPa

tienc

e

Archetype: Sage

GOOD THINGS COMETO THOSE WHO WAIT BE TRUE

MOST TRUSTED MANIN AMERICA

Archetypal ValuesSage’s are individuals pursuing of thetruth, analyzing and interrogating factsto promote knowledge. Burger King is:

Guru: fire-grilling Philosopher: taste is king Mentor: how to eat in a fast food world Investigator: case studies in modern food Analyst: uncovering fast food dogma

Consumer AffinityBurger King users can relate to:

Old Spice Hyundai Google Nike I. D. Sports Illustrated Doritos Adam Richman - Man Vs. Food

Brand CompassBrand Belief: Patience rewards you

Universal Need: Self-actualization, Fulfillment; fire-grilled foodarouses the senses of anticipation

Category Context: Good things come to those who wait

Archetypal Meaning: Exposing anticipation of taste

Borrowed Memory Structures: Underdogs, Coming from behindto win, Christmas day, Mom’s cooking, Maturing investments

Brand Benefits: Fire-grilled flavors

Manifesto:‘Patience RewardsYou’Have you lost self control when it comes to eating? Has fast foodmade you impulsive, willing to gorge yourself at anytime, in anyplace?

Whatever you do delay, postpone, slow down your hunger. Don’tyou know that good things come to those who wait?

Burger King patiently fire-grills, slowing down eating so you canenjoy what’s to come.