Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Hey, No Whopper on the Menu?!

Ads that showed what happened at two Burger King outlets in Nevada when–in a
hoax filmed by hidden cameras–customers were told the Whopper had been taken
off the menu helped boost sales in the quarter that ended in December by a
double-digit percentage. The “Whopper Freakout” ads started running Dec.
9.

The videotaped hoax was a twist on a market research technique called
“deprivation research,” in which marketers measure how loyal consumers are to a
brand by taking it away from them. Experts say it’s rare for the method to be
used in actual consumer advertising.

Hey, No Whopper on the Menu?! – WSJ.com
Depriving Whopper fans of their favorite burger turns out to be a surefire way to get them to buy more.

That, at least, is Burger King’s conclusion from its “Whopper Freakout” online and TV ad campaign. Timed to celebrate the flagship burger’s 50th anniversary, the ads showed what happened at two Burger King outlets in Nevada when — in a hoax filmed by hidden cameras — customers were told the Whopper had been taken off the menu.

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Filed under: advertising, Consumer

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