How Burger King Shook Off “Lazy Marketing” to Show Its Personality
By Sara Shaw • April 25, 2018
One of Fernando Machado’s, chief marketing officer at Burger King, missions is to “[keep] the work fresh and noteworthy – and making sure it seeps into popular culture.” When Machado got to Burger King four years ago, he realized the love for the brand was fading, which led to lots of consumer research and understanding. Burger King began involving the customer in campaigns like Proud Whopper, A Day Without Whopper and Whopper Neutrality, a risk that led to great reward. Read the article below for more on how Burger King went from lazy marketing to garnering over 2 billion impressions.