thisisntffooditsgrilling3
DESCRIPTION
Preliminary strategic development pitch workTRANSCRIPT
In Anticipationof Great TasteStrategic Thinking: Brand & CreativeDevelopment #2: Oct. 18, 2012
CHAPPY
The Pitch Agency
Objective
Curate strategic elements to tella new compelling story about‘great taste’ and why consumerswait for it
Brand Belief
Patience rewards you
Universal Need
As hunter-gathers learned to usefire to cook 1 million years ago newaromas, preparations and kinds offood aroused their sense ofanticipation as they waited to feast
Maslow: Self-actualization, Fulfillment
Logic Flow
Fast food tastes fast,reminding me I’meating “fast food”
When good food isshared, patience
counts
Consumer &Cultural Insight
Maslow Taste is King
‘A taste for more’
“Freedom”
“Anticipation”
You can only savorwhat you have time
to taste
Love-Belonging
Great taste is a journeynot a destination
OR
FoodFast Food
Spee
d E
atin
gSa
vori
ng
Map 1
Food
Savo
ring
Context
Quick Fix
Mood Enhancer The Feast
All you can Eat
Fast Food
Spee
d E
atin
g
ValueQuality
Rig
ht N
owPa
tienc
e
Map 2
Unoccupied categorypotential
Context
A deal
The Best Better
Accessible
ValueQuality
Rig
ht N
owPa
tienc
e
Archetype: Sage
GOOD THINGS COMETO THOSE WHO WAIT BE TRUE
MOST TRUSTED MANIN AMERICA
Archetypal ValuesSage’s are individuals pursuing of thetruth, analyzing and interrogating factsto promote knowledge. Burger King is:
Guru: fire-grilling Philosopher: taste is king Mentor: how to eat in a fast food world Investigator: case studies in modern food Analyst: uncovering fast food dogma
Consumer AffinityBurger King users can relate to:
Old Spice Hyundai Google Nike I. D. Sports Illustrated Doritos Adam Richman - Man Vs. Food
Brand CompassBrand Belief: Patience rewards you
Universal Need: Self-actualization, Fulfillment; fire-grilled foodarouses the senses of anticipation
Category Context: Good things come to those who wait
Archetypal Meaning: Exposing anticipation of taste
Borrowed Memory Structures: Underdogs, Coming from behindto win, Christmas day, Mom’s cooking, Maturing investments
Brand Benefits: Fire-grilled flavors
Manifesto:‘Patience RewardsYou’Have you lost self control when it comes to eating? Has fast foodmade you impulsive, willing to gorge yourself at anytime, in anyplace?
Whatever you do delay, postpone, slow down your hunger. Don’tyou know that good things come to those who wait?
Burger King patiently fire-grills, slowing down eating so you canenjoy what’s to come.