Success Case Study: Burger King Chicken Fries - Effectively Harnessing Grassroots Social Media Demand

Success Case Study: Burger King Chicken Fries - Effectively Harnessing Grassroots Social Media Demand

Category : Food & Beverages
August  2015  Pages : 15



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Summary
Brand guardians can significantly benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns. This study explores why Burger King succeeded in reintroducing its discontinued Chicken Fries product following an upsurge in grassroots demand via social media.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Reasons To Buy
- Why is Burger King Chicken Fries considered an interesting case of success?

- What consumer insight underpins the success of Chicken Fries?

- Which consumer trends has Burger King succeeded in capitalizing on?

- What can I learn from Chicken Fries' success about best practice in harnessing social media to drive brand growth?

Key Highlights
The Chicken Fries case is a standout example of a company seeing renewed opportunity for a product that it had discontinued by listening to what consumers were saying on social media and then actually acting on it quickly and effectively.

The fact that Chicken Fries was discontinued, re-released for a limited run, withdrawn again and then launched permanently has significance. Tactically, it has become increasingly prevalent for fast-food brands to take popular or buzzworthy products on and off menus as a means of generating chatter via social media and driving traffic into stores.
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