Analysis Of Burger King “Bullying Jr.” Campaign Against bullying

The main idea of the commercial

The main idea of this commercial is to send a message about the importance of speaking up against bullying. In this PSA, 95 percent of consumers reported the bullied Whopper Jr. , and only 12 percent of consumers who witnessed a high school student being bullied spoke up. Majority of bystanders normally do not report or speak up against bullying. Burger King wants everyone to speak up. This commercial isn’t just about selling Whopper Jr. ’s but about spreading antibullying awareness.

Problem

The brand is trying to address their brand identity and they are doing this through cause marketing. They want to increase brand awareness and word of mouth sharing. They do this by taking a stand on something that they believe in and documenting real social experiments at one of their restaurants. They want their consumers to know that they have their back. Burger King promotes antibullying awareness to help children and adults who are current and former victims of hate, violence, and abuse.

Strategy to address the problem

Burger King addresses their business problem by partnering with nobullying. org, to help spread awareness. They create a social experiment that takes place in a Burger King restaurant. They have a Burger King employee (who is an actor) smash a Whopper Jr. , as well as have a high school junior be victimized and bullied by his peers (who are also actors). They ask their consumers questions such as "Had you seen me bullying this burger, would you have stood up and said something?" Consumers seem fed up with the Burger King employees, unwillingly knowing that they are being recorded for an antibullying commercial. With this experiment, only 12 percent of people who witnessed the high school junior being bullied spoke up, while 95 percent of people who received a bullied Whopper Jr. complained.

Is this communication in keeping with consumer expectations for the brand?

BK has a commitment to the food they serve. They go against this, with their Bullying Jr. campaign. Burger King wants their consumers to see the importance of antibullying, even if that means ruining their product. Burger King is known to use hidden cameras in the past with their previous marketing efforts. They have used them in Whopper Freakout, Proud Whopper, Whopper Sign. They have also tackled bullying before with their Argentinian ad. Burger King is known for standing out and speaking their mind.