Stephanie Fierman - Marketing Observations Grown Daily

Stephanie Fierman Had No Idea That Subservient Chicken Was Tame

Tuesday December 16th 2008, 3:35 am
Filed under: ad agency,advertising,branding,Internet,market research,retail,women,women online,word of mouth

It’s been a very odd few weeks in the fast food marketing business.

First, there’s Burger King’s effort to spread “ugly Americanism” around the globe with its odd “Whopper Virgins” campaign. “What happens if you take remote Chang Mai villagers who’ve never seen a burger, who don’t even have a word for burger, and ask them to compare Whopper versus Big Mac in the world’s purest taste test?” I don’t know the answer, but I’m doubtful that this campaign will shift any new business to Burger King – it may fuel the fanatics (and I’m not knocking the importance of retention) but I wonder if it’s enough to balance the heat the company has received as a result of the campaign. Early results already show that the campaign is putting off women, and positive chatter on the Web is dropping quickly. Barbara Lippert judging the work as “culturally tone deaf” was one of the nicer phrases critics have used.

Then yesterday, the Pizza Hut “anti-Main Street” (my phrase) ad debacle hit Twitter, care of Ian Schafer, CEO of Deep Focus. Pizza Hut has created this odd viral campaign in which actors walk into mom-and-pop pizza shops and order pizza delivery – from Pizza Hut. So… in a recession, Pizza Hut puts out ads in which people order pizza that we all know is not as good as the product you can find in your own neighborhood, AND mocks/steals business from little restaurant owners just trying to make a living.

While it has not received much credit for it, Burger King actually did donate some money to the towns in which the Whopper Virgins ads, so the company wasn’t entirely tone deaf. The Pizza Huts ads are just, well, mean.

And lastly, there’s just not a whole lot to say about a Burger King body spray for men that smells like… meat. “Flame” offers “the scent of seduction with a hint of flame-broiled meat.” Nah, I’m not going to take the bait (pardon the pun) – it’s just too easy.

So there you have it: a strange time in fast food land. Go offer some love (and cash) to your neighborhood diner today!Burger King Whopper Virgins Pizza Hut Ian Schafer Deep Focus