Happy National Cheeseburger Day! More than 80% of Americans love cheeseburgers, so it’s clear this food is a national favorite.
With so many burger options, how do burger brands rise above the noise in the modern marketing minute to grasp and retain consumer attention? We’re diving into innovative marketing in the burger industry to find out.
The Office Serves Cheeseburger-Flavored Ice Cream
This year, a local New Jersey tavern, named “The Office," created cheeseburger-flavored ice cream to serve alongside their burgers in honor of National Cheeseburger Day.
With flavors of hamburger meat, cheese and bacon, this complimentary scoop of ice cream will be served with any burger on September 18th, National Cheeseburger Day. The brand hopes consumers will compare the ice cream flavor to the real burger and provide feedback. Cheeseburger-flavored ice cream is sure to create buzz and grab consumer attention. News sources like Patch and NJ.com have already reported on the new, limited edition ice cream flavor, sparking interest in The Office.
Carl’s Jr. Teams Up with Matthew McConaughey
Earlier in 2018, Carl’s Jr. enlisted the help of actor Matthew McConaughey to produce a compelling new series of commercials. Shifting away from their well-known, innuendo-based marketing, Carl’s Jr. focuses their new campaign on bacon.
With McConaughey’s raspy voice, Carl’s Jr. promotes their Western Bacon Cheeseburger, a longtime menu item. The fast-paced marketing banks on sensory overload to excite consumers.
TGI Friday’s Leverages Social Media
In 2015, TGI Friday’s released their buy one, give one offer on all burgers. For a limited time, consumers who ate in and purchased a burger could then “gift” one to a friend by sharing a personalized access code.
The marketing video for the promotion, featured below, encouraged a social media frenzy as consumers shared codes online through Facebook, Twitter and email. The promotion was meant to inspire friendly competition amongst friends and draw in crowds.
Hardee’s Goes Big
In 2004, Hardee’s opted to ignore the trend of introducing healthier fast food in response to the film “Super-Size Me.” Instead, Hardee’s offered their biggest, most caloric burger to date: the Monster Thickburger.
The debut of this 1,420-calorie burger sparked Hardee’s numerous stacked burgers, all of which featured a variety of patties, cheese, bacon and other toppings.
The Monster Thickburger, which has made it to Hardee’s longstanding menu and is still available, includes two 1/3 pound Angus beef patties, four strips of bacon, three slices of cheese and mayonnaise on a buttered sesame seed bun.
Burger King Brings in the Clowns
To play on competitor McDonald’s mascot and leverage America’s fear of clowns after the remake of the movie “It,” Burger King ramped up their marketing strategy in 2017.
In their fall 2017 marketing video, featured below, Burger King implied all clowns, perhaps Ronald McDonald included, want their Whoppers. Consumers who came into Burger King dressed as clowns could receive one free Whopper sandwich last Halloween.
Honorable Mention: Subway Targets McDonald’s
While Subway doesn’t sell burgers, the brand followed in Burger King’s lead and recently released a commercial that targets McDonald’s. In the 30-second TV spot featured below, Subway recommends their unique and customizable sandwiches as a great alternative to boring burgers.
And don’t forget about IHOP’s shocking temporary transformation to IHOB (and back again) just to promote their burgers. Read Rebrand Stories: Pushing Boundaries and Reaching New Audiences to learn more.
From stellar voiceovers to massive meals, the burger industry is constantly innovating to be bigger and better.
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About the Author
More Content by Victoria Pallien
