Burger King Ribs People That Don't use Its App in Loyalty Ad Blitz

Clipping coupons and scouring the internet for discount codes was once the pastime of a savvy few. Now, in a tough economic climate, brands are delivering those deals direct to customers' smartphones. Among them is Burger King, which started offering U.K. patrons savings and freebies via its flagship app in July 2022. Through the "Your Burger King" initiative, customers can earn 10 points for every $1 (£1) spent, which can then be redeemed against food and drink. To encourage people to download the app, the fast-food chain has invested in a significant U.K. campaign running under the tagline: "Smart People Have Our App." The work is based on the insight that a looming recession has shifted how avid savers are perceived, underscoring the brand's belief that saving is no longer just cost effective, it's clever. Devised by BBH, the campaign relays this by poking fun at "Other People" (ie, those who haven't downloaded the Burger King U.K. app). In the U.K. the Burger King app has been rolled out to almost half (297) of its franchises. Launching nationwide across out-of-home sites, the first three executions mock people who "miss the bus," "wear fake glasses," or "clap when the plane lands." These situations are juxtaposed with the message: "Smart People Have Our App." Felipe Guimaraes, deputy executive creative director (ECD) at BBH said the campaign was a solid example of Burger King "irreverence." Burger King Lowers the Price of Whoppers in France to Offset Fuel Increases "At a time where everyone talks about their app in terms of the tech, we shifted it to talk about the people that use it. If smart people have our app, let's not talk to them, let's talk to the “other” people that don't have it," he added. Whoppernomics In the midst of a cost-of-living crisis—where consumers are looking to brands and each other for cost-saving hacks—businesses have been refining their loyalty programs. Burger King is no exception. The Restaurant Business International-owned company debuted its first nationwide U.S. points-based loyalty app Royal Perks in spring 2021. Since then, it's expanded to offer more promotions, including special instances where the most avid members can receive one free menu item each week. Stateside, the app will benefit from the $30 million Burger King plans to invest in its digital channels (which are now responsible for $900m of annual sales in the market) through 2024. Consumers are looking to brands for cost-savings hacks in the cost of living crisis. In the U.K. the Burger King app has been rolled out to almost half (297) of its franchises. The Whopper owner is planning to run a campaign, which will complement BBH's work to shine a light on the deals available in the app. The upcoming "Whoppernomics" push has been created by Splendid Communications and Coolr and will highlight a series of hacks designed to reveal hidden discounts and freebies—to help customers save money on cheeseburgers, fries and more. The brand is currently working with money-saving influencers to identify and amplify these hacks. McDonald’s and Burger King Tussle for Loyalty