Burger King wanted to effectively target consumers who visit competitor fast food restaurants via a guerrilla activity. This aimed to encourage purchase in order to secure growth versus its nearest competitors, and encourage current consumers to remain loyal to the Burger King restaurant chain.
The campaign objectives included targeting and encouraging Scottish consumers who ate at competitor restaurants to visit Burger King restaurants instead via a sales promotion loyalty card, drive football into restaurants and increase awareness of the Burger King brand to ultimately increase sales.
