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What we know about QSR marketing in the US

Article • WARC Best Practice, July 2021

Looks at QSR marketing in the US, including the impact that the COVID-19 pandemic has had on the industry and how brands have reacted.

Yum Brands (Food)

Article • Euromonitor Advertiser Profiles, July 2021

This Company Profile from Euromonitor provides key details and analysis of Yum! Brands Inc, the owner of brands such as KFC, Taco Bell and Pizza Hut.

YouGov Ad of the Month – US: Applebee’s

Opinion • BrandIndex, July 2021

Restaurant chain Applebee’s saw the highest rise of any US brand in its Ad Awareness in June according to YouGov BrandIndex.

Restrictions, routines and recommendations as consumers and brands right-size their behaviour

Article • Nathan Lawson, WARC Exclusive, July 2021

COVID-19 has fundamentally altered consumer mobility and psychology.

How Starbucks changed lives for the trans community in Brazil

Article • Brian Carruthers, Event Reports, Lions Live, June 2021

Starbucks took its practice of writing customers’ names on their cups and used it as a springboard for a successful campaign on behalf of trans people in Brazil.

Burger King: Pay Cut Whopper

Case Study • Mona Hassanie, WARC Prize for MENA Strategy, Shortlisted, 2021

Fast-food chain, Burger King, humanised the transactional nature of app orders to increase home delivery sales in the UAE.

Burger King: The Doppelganger

Case Study • Ali Khalil, WARC Prize for MENA Strategy, Shortlisted, 2021

QSR brand Burger King called on a cast of celebrity doppelgangers to launch its repackaged value items and increase sales in Saudi Arabia.

KFC Arabia: Shift+K+F+C

Case Study • Rifaat Fakih, Jennifer Fischer, Haikel Ben Hammouda , WARC Prize for MENA Strategy, Shortlisted, 2021

Fast-food brand, KFC, went beyond the norm of giveaways and sponsorships to tap into the gaming culture and lift sales in Saudi Arabia.

Wendy's: Keeing Fortnite Fresh

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Wendy's, a quick-service restaurant chain, became a player on online game Fortnite to connect with young diners in the USA and boost its core message of never using frozen beef in its patties.

Burger King: Twitter bait

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Burger King, a fast-food brand, launched its Twitter Bait campaign in the USA to drive conversation and hype about the reintroduction of Funnel Cake Fries to its dessert menu.

Burger King: Burn that ad

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Burger King, a fast-food restaurant chain, increased sales in Brazil by launching an AR feature for its mobile app that burned every McDonald's ad, turning them into Burger King ads that offered a coupon for a free whopper.

Burger King: The Whopper Detour (2021)

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2021

Burger King, a fast-food brand, drove consumers to download the Burger King app in the USA by breaking conventional marketing rules with its campaign The Whopper Detour.

Burger King: #EatLikeAndy

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Burger King, a fast food brand, launched its campaign #EatLikeAndy with a silent ad of film director Andy Warhol eating a Whopper during the Super Bowl in the US.

Why Burger King’s Lions-winning redesign ‘screams crave-ability’

Article • Mike Fletcher, Event Reports, Lions Live, June 2021

Burger King’s new identity took the design world by storm early in 2021 and also secured one of the first Lions of 2021’s Cannes Lions Live.

The value of authenticity: A marketing lesson by BTS x McDonald’s

Article • Bethany Bloch, WARC Exclusive, June 2021

Brands can get tips for their own marketing campaigns from the successful collaboration between Korean pop sensation BTS and fast food giant McDonald’s, says Mutant’s Bethany Bloch.

McDonald’s: Taskeeta

Case Study • MMA Smarties, Silver, MENA, 2020

McDonald's, a fast-food brand, launched an interactive, gamified mobile campaign in Saudi Arabia to present its promotional meal.

McDonalds: Quarantine Offers

Case Study • MMA Smarties, Bronze, MENA, 2020

McDonald's, a fast-food brand, launched an in-game mobile app to raise brand awareness in the Middle East.

KFC Australia: Did someone say KFC? News layer

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Fast-food chain, KFC, devised a new marketing model to drive both short-term sales and long-term brand success in Australia.

Burger King: Ring King

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Fast-food restaurant, Burger King (BK), capitalised on the emerging tech trend of mobile-connected doorbell cameras to gain attention for the brand's Uber Eats partnership on social media in the US.

Grab: GrabForGood – Break the silence

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Super-app Grab created a digital campaign, #BreakTheSilence, to spark a social lobbying movement and won an amendment to a new law that prevented deaf people from working as e-hailing drivers in Malaysia.

KFC: Backdoors

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Global QSR brand KFC needed to grow awareness, share and sales in a competitive Spanish market so it ran a campaign to attract competitors' employees.

KFC Australia: Viewer verdict

Case Study • WARC Awards for Effectiveness, Silver, Customer Experience, and Best Home Experience Award, 21

Fast-food brand, KFC, leveraged a behavioural nuance of sports fans to acquire app users and grow sales in Australia.

KFC Australia: Michelin Impossible

Case Study • WARC Awards for Effectiveness, Gold, Instant Impact, 2021

Fast-food chain, KFC, shifted perceptions around its food quality with a bold quest to gain a Michelin Star for one of its restaurants in Australia.

Wendy’s: Grown with love

Case Study • WARC Awards for Effectiveness, Gold, Instant Impact, 2021

Wendy's had invested in new salad lettuce in Canada; then Covid-19 hit and people wanted comfort food, so it created a novel social media campaign.

Burger King: Delay your way

Case Study • WARC Awards for Effectiveness, Bronze, Customer Experience, 2021

Burger King (BK), the fast-food restaurant, turned the notoriously negative holiday airport experience into a positive brand moment for travellers in the US.

What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.
From running shops to serving customers: The Tesco turnaround story

Case Study • Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.