Burger King might not be the biggest spender on marketing, but its head of brand marketing Fernando Machado says creativity allows it to “speak louder than its size” and get it noticed.
As part of the festivities to celebrate its Cannes Lions Creative Marketer of the Year honor, Burger King erected a pop-up restaurant in the Palais des Festivals. The servers passed out to delegates free Chicken Fries, one of the many brilliant ideas conceived out of its former agency, Crispin Porter & Bogusky. Those who waited in the long lines could while away the time by playing the iconic campaign, “King Games,” Burger King’s trio of Xbox titles that earned the Titanium Grand Prix in 2007.
One of the most delightful ad campaigns of 2017, for Heinz ketchup, wasn’t written by a real person. It came from Mad Men’s most famous creative director (via showrunner and lead writer Matthew Weiner), and lived only fictionally within the AMC show about 1960s advertising—until Anselmo Ramos and his agency, David Miami, came along.
Burger King is being honored as Creative Marketer of the Year here in Cannes this year. It’s an honor that recognizes the brand’s entire history of stellar advertising, from its glory years at CP+B a decade ago, when it made legendary pieces like “Subservient Chicken” and “Whopper Freakout,” and more recent megahits like “Proud Whopper” and “McWhopper.”