NEWS: Burger King aims new push at youth market

By EMMA HALL, campaignlive.co.uk, Friday, 10 November 1995 12:00AM

D’Arcy Masius Benton and Bowles has crafted a radical image change for Burger King, setting its sights firmly on 16- to 24-year-olds in new pan-European TV commercials which break on terrestrial television next week.

D’Arcy Masius Benton and Bowles has crafted a radical image change for

Burger King, setting its sights firmly on 16- to 24-year-olds in new

pan-European TV commercials which break on terrestrial television next

week.



The ads are set in the year 2048, during a bleak era when all pleasure

has been outlawed, although a snippet of a 20th-century Burger King

commercial offers a tantalising glimpse of the world as it once was.



Keith Snelgrove, Burger King’s director of marketing for Europe, the

Middle East and Africa, admitted that Burger King had had an image

problem in the past. To rectify this, the hamburger chain has chosen to

build an image which has impact with a youth audience.



Snelgrove said: ‘Fast-food ads are always predictable and full of happy,

smiling people. We wanted to separate ourselves from the McDonald’s

family image. This campaign will give Burger King a ‘cool’ identity.’



Jeremy Pemberton, the creative director of DMB&B, commented: ‘The burger

is the emotional hero of the ad, but it was a challenge to incorporate

food shots into the film and keep it looking cool at the same time. We

have created a refreshing change in fast-food advertising.’



The commercial was originally developed to run on MTV only, to flag

Burger King’s sponsorship of the MTV European Music Awards on 23

November, but it was later decided to run the ad across all TV and

cinema in a pounds 1 million blitz before Christmas. The theme will

continue next year.



The new creative work did not feature in DMB&B’s strategic-only pitch

for the account, which it won in March this year. Snelgrove said: ‘I

believe that given support and direction, most agencies can create good

work.’



Big TV directed the commercial through Spots. It was written by Neil

Williams and art directed by Ed Bones at DMB&B.



Burger King is taking other initiatives in its drive to appeal to the

youth market, including a series of sponsored ‘music nights’ in clubs

around the UK.



This article was first published on campaignlive.co.uk

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