Dentsu Y&R: Bigger Burgers Are Always Better

If bigger is better – especially when it comes to food and portion size – then Burger King’s latest campaign will appeal to you.

We Love Big from Dentsu Y&R challenges advertising norms by adopting the selling tactics used by its competitor.

Inspired by the success of McDonald’s in Japan and the popularity of its signature Big Mac hamburger, Burger King has devised its own version – the Big King.

The distinguishing feature between the burgers available at each fast food restaurant is that Burger King’s Big King contains flame grilled beef, while McDonald’s uses classic beef patties.

However as this may not be enough to sway customers from one restaurant to the other, Burger King has upped the ante and found a new way to target McDonald’s customers.

Diners have been encouraged to bring big items – either big in size or somehow associated to the word big – in-store for a chance to purchase Big King burgers for the same price as a Big Mac.

Even customers with empty Big Mac boxes or old Big Mac receipts qualified for the discount.

Thanks to the fun, memorable and interactive aspect of Burger King's campaign, it was a huge success and helped to bolster burger sales.

It's safe to say that customers don’t care too much about which retailer they buy their burgers from as long as they’re big in size… and not in price.