this isn't food, it's grilling
DESCRIPTION
Exploratory brand positionings for Burger KingTRANSCRIPT
![Page 1: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/1.jpg)
Taste is KingStrategic Thinking: Brand & CreativeDevelopment: Oct. 14, 2012
CHAPPY
The Pitch Agency
![Page 2: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/2.jpg)
Objective:
Design and demonstrate how thestrategic idea of, It’s not fastfood, it’s grilling, creates newpathways to talk about BurgerKing’s brand experience.
![Page 3: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/3.jpg)
This isn’t fast food,it’s grillingBurger King breaks the routine of daily fast food grinds by fire-grilling its burgers notfrying them. This approach takes a bit more time but the small sacrifice is worth theenormous gain: Whopper, Kuro, onion rings, sweet potato fries, chicken wraps,Cinnabon, popcorn chicken, real fruit smoothies round out cookout/BBQ-style mealsunrivaled by everyday fast and casual food menus. Food makes Burger King ‘BurgerKing,’ it’s not about the closest or most convenient choice.
Food says a lot about a person, where they are heading in life, their taste and judgment.People who take bigger bites out of life eat at BK and sometimes they bite off slightlymore than they can chew but that’s okay, they learn as they go forward, alwaysadapting. Your cool uncle or nana takes you to Burger King - you learn early on thatthere is something very different about this place. What’s not to love?
Grilling is more than a style of cooking, it’s an approach to living life with your ‘mouthwide open,’ savoring, sampling, tasting the worlds of opportunities. It’s the vitality andvigor of a full-on hunger for ALL of life; new experiences and creative discovery ‘openup’ opportunities and those opportunities, if taken, pay of in aces for the rest of life.There is texture in grilling, its real, proof that mankind eats good.
![Page 4: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/4.jpg)
Creative directions:
Eat Life Up Kings versus Clowns Good Eating Feed Your Flame Hunger - Occasion Get Lit! It Suits You Eat Life, Whole
![Page 5: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/5.jpg)
Eat Life Up
You gain nothing by leavingfood on your plate. Life is toodelicious for small bites, bitebigger and savor it all.
![Page 6: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/6.jpg)
Kings vs. Clowns
There are two kinds of peoplein the world, those who havetaste and those who performas if they have taste.
![Page 7: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/7.jpg)
Good Eating
Humans are the only speciesthat can cook food. Why wouldyou choose to eat it poorly?
![Page 8: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/8.jpg)
Feed Your Flame
Fire produces flame. Someflames show you the way, theyburn the brightest andlongest…imparting new flavorswe never knew were there.
![Page 9: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/9.jpg)
Hunger
When your flame goes outhow do you restart it?
![Page 10: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/10.jpg)
Get Lit!
The one-of-a-kind fire-grilledeating experience where yourtaste buds explode with flavor.
![Page 11: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/11.jpg)
It Suits You
You wouldn’t eat someoneelse’s food would you? Turnyour taste back on withBurger King.
![Page 12: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/12.jpg)
Eat Life, Whole
Do you eat life or does lifeeat you?
![Page 13: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/13.jpg)
Support:The following images describecertain elements of the creativedirections set forth in this deck.These candid consumer realitiesexpress the fun and good-naturedmoments of eating premium foodwith the King.
![Page 14: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/14.jpg)
![Page 15: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/15.jpg)
![Page 16: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/16.jpg)
![Page 17: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/17.jpg)
![Page 18: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/18.jpg)
![Page 19: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/19.jpg)
![Page 20: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/20.jpg)
![Page 21: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/21.jpg)
![Page 22: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/22.jpg)
![Page 23: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/23.jpg)
![Page 24: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/24.jpg)
![Page 25: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/25.jpg)
![Page 26: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/26.jpg)
![Page 27: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/27.jpg)
![Page 28: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/28.jpg)
![Page 29: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/29.jpg)
![Page 30: This Isn't Food, It's Grilling](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54b9d2344a795957278b45c6/html5/thumbnails/30.jpg)