Burger King changes its campaign to appeal to audiences

It’s rare, if not unheard of for a brand to modify one of its previously released campaigns in response to audience feedback.

But that’s exactly what Burger King did with its latest employer branding campaign, and we explain!

At the beginning of May, Burger King published a campaign aimed at job applicants, mocking their professional dreams and passions, most of which are difficult to turn into real jobs. The brand’s solution: “When in doubt, know that Burger King recruits on a sandwich course”.
This baseline was strongly criticized by audiences, who felt that Burger King associated youthful dreams with almost inevitable failure.

In response, the campaign was republished with a new version of the baseline: “While you’re waiting for your career to take off, know that Burger King recruits on a sandwich course”. A slight twist, to be sure, but one that enables the brand to position itself as a springboard for young people, rather than a somewhat forced emergency solution following a setback.

The campaign:

En attendant la fame, on peut vous donner la flamme. pic.twitter.com/kw4fNfXGm5

— BUZZMAN_TIME (@BUZZMAN_TIME) June 5, 2024