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Burger King’s marketing, which is certainly experiencing a creative renaissance under Global CMO Fernando Machado and Global Head of Brand Marketing Marcelo Pascoa, currently boils down to two (very brief) briefs: “Whopper Love” and “Fire.”
The concept of Whopper Love has generated many of the brand’s viral sensations, including Burger King’s most shared ad of all time, Whopper Neutrality. But the fire focus—meant to convey the chain’s dedication to flame grilling—has also yielded iconic campaigns like “Burning
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