Case Study

Burger King specifically targets children for major in-store sales initiatives and traditionally utilizes inexpensive premiums to encourage the sales of “Kid’s Meals.”  To improve their public relations and community image, they turned to NatCom to produce an incentive program that educated as well as entertained children.  Our agency developed a “Save the Animals” campaign, designed to inform children about the care and preservation of endangered species in a fun-filled way.  The program ran nationally for a three-month period and was budgeted at $5 million. 

Objective

To create an education-based, value-added incentive that dramatically increased “Kid’s Meals” sales without utilizing the typical giveaway toys and games.

Strategy

Employed proven motivational techniques to capture the attention of children while educating them in an enjoyable manner.

Tactics 

NatCom designed, wrote and produced a series of four catalogues with colorful cartoon characters, trading cards and other devices designed to hold the attention of children while informing them about endangered species.  The incentives (featuring birds, reptiles, mammals and fish) were distributed in-store to children purchasing “Kid’s Meals.”  NatCom reinforced the educational component of the program by distributing teacher’s guides, study workbooks and world animal maps to 17,000 local elementary schools throughout the United States.

Results

“Save The Animals” generated a 24% increase in same store “Kid’s Meals” sales during the campaign.  Our promotion was also honored by receiving the number one ranking by parent market research focus groups that were conducted by Burger King after the conclusion of the campaign.