Burger King's advertisements are often centered on the freshness of its ingredients and its newest ads eliminate product shots to emphasize that its food is made to order. The print and out-of-home ads released in Germany were designed to promote three Burger King products (Whopper, King’s Beef and plant-based Long Chicken,) none of which are actually shown in the ads. The ads include shadows where images of the fast food products would ordinarily be, and the omission tells the story of food that has yet to be made.
The ads prominently feature the prices of the menu items, along with a few other details, like the name of the sandwiches and a tag that says "only made to order."
Made-to-Order Burger Ads
Burger King's Advertisements Highlight the Freshness of Food
Trend Themes
1. Freshness Emphasis - Advertisements that highlight the freshness of ingredients to elevate the perceived value of food.
2. Shadow Ads - The use of shadows or omissions in product ads to create anticipation and curiosity.
3. Price Focus - Promotion of prices in advertisements to attract cost-conscious consumers.
Industry Implications
1. Fast Food - The fast food industry can utilize freshness emphasis to differentiate from competitors.
2. Advertising - The advertising industry can leverage shadow ads to increase brand awareness through curiosity.
3. Retail - The retail industry can adopt a price focus strategy to improve sales and attract cost-conscious consumers.