Burger King’s latest campaign – the mouldy Whopper

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Burger King’s latest campaign – the mouldy Whopper -doesn’t follow any food marketing rules that were drummed into our head at Ogilvy back when I was an AE. Burger King is considerably smaller than McDonald’s and has to think like a challenger. It has to identify a market niche – people who want that oxymoron – healthier fast food, and put a stake in the ground.

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