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Local

Burger King asks customers to support 'SA citizenship appeal' to Home Affairs

8 September 2020 8:03 PM
Tags:
The Money Show
Heritage Day
Bruce Whitfield
Advertising
Fast food
Burger King
Andy Rice
Advertising campaign
retweets
branding
Burger King ad
retweeting
SA citizenship
RT
Heritage Month ad campaign

Does your burger need a passport? The US fast food chain's campaign is actually just baffling, says advertising expert Andy Rice.

In the runup to Heritage Day on 24 September, Burger King's appealed to South Africans to support its bid for "citizenship" on social media.

In response to one tweep's suggestion that the chain hire 100% South African staff, Burger King posted this comment:

"Burger King may have originated in America, but it is run by South Africans with 97% BURGER KING® South Africa crew being made up of locals."

Please help us #MakeBKMoreSA, it pleads.

"It actually just baffles me" says advertising and branding expert Andy Rice, who gives the campaign a zero rating.

At the time of the interview, he says, less than 1,400 people had signed Burger King's petition.

They're taking advantage of the fact that this is Heritage Month and so far, so good... but it doesn't seem to have a message that I think would resonate with key customers.

Andy Rice, Branding and advertising expert

It just seems so odd to juxtapose citizenship with burgers.

Andy Rice, Branding and advertising expert

When you design a promotion that is based around trying to get people to sign a petition that is calling for Burger King to be given South African nationality, then I start to wonder 'Am I reading this correctly?'.

Andy Rice, Branding and advertising expert

Listen to Rice's analysis below: (skip to 5:54 for his "Heroes and Zeros" segment)


8 September 2020 8:03 PM
Tags:
The Money Show
Heritage Day
Bruce Whitfield
Advertising
Fast food
Burger King
Andy Rice
Advertising campaign
retweets
branding
Burger King ad
retweeting
SA citizenship
RT
Heritage Month ad campaign

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