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No Bling for the BK King
By: Len Kornblau
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Burger King has reissued the latest version of its “Big Mac Killer,” The BK King. They should have left it in the test kitchen.
 
The latest installment now has three slices of bread so it even looks somewhat like its target. But, it has chopped instead of shredded lettuce and sliced instead of diced onions. Advantage: McD.
 
It does have two-ounce beef patties instead of McD’s 1.6-ounce patties, so Advantage BK.
 
This reincarnation comes on the heels of the BK BBQ Rib Sandwich, its “McRib Killer.” That didn’t send the McD folks into panic mode either.
 
Of course, McDonald's has been trying to kill the Whopper for 50 years or so. Remember McFeast? McDLT? QuarterPounder Deluxe? Arch Deluxe? QLT? Big and Tasty? Hardly impressive. Those should have stayed in the test kitchens as well.
 
But any of these sandwiches could have done better with some good field marketing.
 
We just haven’t seen much of that in years. There are still field teams on both agency and corporate sides, but they seem to focus on co-op budgets, media plans, and luxury box tickets.
 
They should be focused on traffic building. They should be accountable for that.
 
If my main competitor is pushing a $4 sandwich on TV, I would not be airing spots for $1 iced teas.
 
It’s time for the big chains to refocus on the field.
 
It’s time for them to clean house.


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About the Author
Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.
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