A survey by UserTesting indicates that the new Burger King ad nudging people to order from other eateries was met with a positive response from audiences.
UserTesting, an on-demand Human Insight platform, survey reveals that 90% of customers agree to increased brand loyalty for Burger King after reading the ad named “Order from McDonald’s.” The Twitter letter encouraged its followers to order from other competing fast-food franchises, pointing to chains like McDonald’s, Pizza Hut, and KFC, to mention a few.
70% of customers confirm to have a positive change in perception for the fast-food brand while 30% did not have any changed perception of the brand after reading the letter, as reported by the survey.
Additionally, the survey highlighted three emerging consumer insight themes from the campaign.
The letter triggered a genuine emotional reaction in consumers. It didn’t come across as a marketing ploy as most participants took this as a real attempt to help those that work in the service industry, from the largest competitors to the smallest neighbourhood restaurants.
Company That Cares
The letter helped to humanize the company and go beyond the typical large corporate feel where profits are the top priority. It has been a challenging year for all businesses, participants felt this campaign showed something they felt you don’t see every day, a large corporation showing it cares about people.
The UK-centric consumers were more cynical than those based outside of the country. They saw this as a marketing ploy and were suspicious of Burger King, even with good intentions. There were comments as to why Burger King would promote other companies unless they were getting equal support from those they called out – quid pro quo. Even they did call out the missed opportunity to create a general hashtag that could have focused on helping all small and big restaurants.