David | Agency Profile, Contacts, AOR, Client Relationships

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Burger King to review creative and media accounts (Score 45)

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Per Pathmatics, BK earned 619.9m impression YTD through desktop video ads (74%), Facebook ads (11%), Instagram ads (8%), Twitter ads (4%) and mobile video ads (4%). It placed 100% of these ads site direct onto sites such as youtube.com, facebook.com, instagram.com, twitter.com and cbs.com. It spent approximately $8.7m on digital display ads YTD, more than double the $4m spent in this channel during the same time period of 2021. Full-year spend jumped from $14.2m in 2020 to $33m in 2021. 

According iSpot, BK spent around $40.2m on national TV ads YTD, a 22% increase from $32.9m spent in this channel during the same time period of 2021. Full-year spend fell 14% from $215m in 2020 to $184.6m in 2021. This year, it placed ads during programming such as "NFL Football," "College Football," "NBA Basketball," "Hercai: amor y venganza" and "SportsCenter." 

Sellers-- BK primarily targets Gen-Z and millennials with a male skew. It reaches these demographics through digital display and national TV ads. In 2021, BK significantly increased digital spend, while it reduced national TV spend. However, it has been increasing spend in both channel so far this year. It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. I predict we will see some changes to BK's marketing strategy once it finds a new CMO and agency partners, so keep any eye on it. In the meantime, sellers should reach out to offer ad space. 

Agency & martech readers-- Start contacting BK's DMs soon to participate in the reviews. The fast-food chain tapped social AOR Code & Theory.