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Burger King resorts to jaw-dropping (and jaw-breaking) marketing tactics

While we tend to see more generic, if not ‘safe’, advertising for burger brands in Australia (McHappy families, anyone?), over in Brazil they like to throw fuel on the fire of fast food marketing.

Take the latest campaign by Burger King, whose Brazilian ad agency, David, aims to relay the message that the fast food giant’s Whoppers are so big they’ll do damage to your jaw.

Print and online ads feature real-life X-rays of ‘customers’ whose jaws have been sprained from trying to wrap their mouths around its Whopper, tagged with the line “We warned you it was big”.

The hard approach hasn’t softened sales of Burger King products, with a new BK site opening up in Brazil every three to four days.

It’s not the first time Burger King Brazil has used heavy tactics to push its products. In 2017, it ran a poster campaign showing actual Burger King outlets on fire, backed by the story that their flame grills got out of control.

And only last November, BK ran a series of ads showing customers who had crashed their cars into its restaurants in a rather strange promotion for its home delivery service.

One thing’s for sure; the hard approach hasn’t softened sales of Burger King products, with a new BK site opening up in Brazil every three to four days, resulting in over 750 stores since 2011.

Fries with that whopper of a fact?

Antonino Tati

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