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March 10, 2017

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Burger King marks women’s day with Burger Queen

THE International Women’s Day on Wednesday saw one particular campaign catching the eye of consumers as well as commentators.

US fast food chain Burger King launched its Burger Queen campaign for the International Women’s Day, looking to crown its own Burger Queen.

A video was launched on the International Women’s Day, asking customers: “Can you be the Burger Queen?” As many as 90 percent of respondents interviewed think they’re no where close to being a queen.

“The Search of Burger Queen campaign began prior to the International Women’s Day and we interviewed over 40 women if they are our Burger Queen to crown,” Frank Wang, chief marketing officer of Burger King China.

The short video captured ordinary consumers’ shock, surprise and affections. They were touched by the emotion conveyed through a small mirror in the burger box.

The video has been watched by more than 25 million viewers across China’s social media platforms and the tag “Find the Burger Queen” has scored over 100 million viewerships on Weibo.

The Search of Burger Queen campaign picked the International Women's Day as a special occasion for women customers to find their own Burger Queen.

On the International Women’s Day, women in Burger King restaurants were in for a surprise when they opened the Whopper boxes to find a mirror topped with a crown and a message saying: “Each one of you is unique and is our Burger Queen.”

Moreover, the Burger King logo was changed to Burger Queen in some of the outlets in China as well as online to celebrate the day with women.

“We are very excited about this Women’s Day special, and ladies represent a big part of our business and we want to leverage this occasion to show them that Burger King isn’t just about the King,” said Wang.

Burger King hopes that female guests will find their inner beauty and identify with themselves no matter what lifestyle they’re leading.

Burger King’s tag-line is “Your Way” and it has always stuck to the authentic taste and a tailor-made menu offering to cater to different demand from various consumers.

Burger King has always reminded guests that no matter who they are, they can order how they want to in Burger King restaurants, and that they can and should live how they want anytime.

The International Women’s Day in China has always been a day to pay tribute to women’s achievements and recognize businesses offering all kinds of promotions. It’s easy to launch promotions and offer discounts on an occasion like the International Women’s Day but Burger King chose to do the campaign differently.

“We want to send a message that we welcome everyone to our stores and by offering the specially designed burger box, we hope to impart to our female guests joy and confidence,” Wang told Shanghai Daily.

Burger King has always had a bit of masculine touch and through the International Women’s Day campaign, it hopes to bring female consumers closer to the brand which always opens its door to all people alike.

Offering discounts and coupons is just one way of appealing to consumers and that has to be integrated with a distinct brand image that consumers can resonate with on the emotional level.

Not only crowning our consumers, Burger King leveraged this concept by communicating internally and crowned each of our female staff as Burger Queen. It has not only rewarded female employees but also allow them to understand the company and brand core value.

Burger King entered China in 2005 and has always positioned itself as a casual fast food chain, offering upscale dining in a comfortable dining environment as well as high value for what consumers need to pay.

“Apart from our authentic taste, we also offer a casual dining environment as well as maintaining the core elements of fast food such as a quick pace,” Wang noted.


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