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Burger King’s creative path to ‘Marketer of the Year’
Bigger players may outspend this burger brand but it has an edge over them – creativity.
When it was named as the Creative Marketer of the Year in the Cannes Lions festival, Burger King was reaping the just rewards for its long-term commitment to creativity. The Cannes Lions Festival takes place from June 17th to June 24th.
Despite ruffling the Belgians and the royalty with its ‘Who is the King?’ campaign last month, Burger King has had many creative moments under the sun. The Belgian ad that upset the royal family went like this: “Two Kings. One crown. Who will rule? Vote now,” and it invites Belgians to choose between the “kings” to “crown” the true ruler of the nation. Those who choose King Philippe, however, are then prompted by a message, “Are you sure? He won’t be the one to cook your fries.”
According to the company, the marketers’ biggest challenge is to be brave and do things that will move the brand or industry forward. A brand cannot be everything to everybody, it said.