Zehnder Communications, Inc.

Burger King’s Heritage Campaign

Can an international chain stay true to its hometown roots? Originally known as Insta-Burger King, BURGER KING® first opened its doors in 1954 in Jacksonville, Florida. Founders Keith G. Cramer and his stepfather, Matthew Burns, were inspired by the McDonald brothers’ flagship store in San Bernardino, California. Over 70 years later, the chain is still serving up its popular burgers and fries around the world.

Industry

Food & Beverage

Services

Brand Strategy

Creative

The Challenge

Fast forward 70 years and local BURGER KING® franchises are still proud of their hometown roots. But when BURGER KING® approached Zehnder, they feared local consumers might have forgotten this important history. To reconnect with the Jacksonville market, Zehnder worked with Burger King to launch a heritage-centered campaign.

The Strategy

Zehnder developed a campaign focused on Jacksonville as the “City of Invention,” celebrating it as a birthplace of ingenuity, culture, and BURGER KING®. Jacksonville’s imagination and creativity have given the world the Blue Angels, Technicolor, Southern Rock, and the World’s Largest Outdoor Cocktail Party. Along with all these achievements, the city is also the proud hometown of BURGER KING®.

The Results

Television spots featured playful illustrations with fun, rapid “did you know?” voiceover sharing unique bites of history, making relevant connections to BURGER KING® and Jacksonville. The campaign also produced a quick sales lift via discounted product offerings.

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