Burger King developed a new french fry, called 'Satisfries'. They're better for you AND they taste great. No really, they do. But, 'Healthy and tasty' was a tough message for people to believe from a fast food giant. To get people to go instore and try these new fries, we had to do something brave.
So, we changed the name of the company.
We changed the logo, the TV commercials, stores, cups, trays, burger wraps, employee uniforms, websites, social media feeds. Every touchpoint had people talking about the new Satisfries.
People flipped, the media backflipped.
Everyone was talking about these new Satisfries
Everyone was talking about these new Satisfries
Eventually, we needed to change the name back. This only got another round of free press. Most of which mentioned that Satisfries were selling out.
Burger King recorded their highest footfall instore, ever.
And, people were eating 20% less fat and 30% less calories.
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