Burger King: Broiler Salesman 1

Credits & Description:

Brand BURGER KING
Entrant DAVID MIAMI
DAVID Miami, USA Entrant Company
DAVID Miami, USA Idea Creation
STICKY AUDIO LABS New York, USA Production
BURGER KING Miami, USA Additional Company
Anselmo Ramos DAVID the Agency CCO & Founder
Tony Kalathara DAVID the Agency CD
Ricardo Casal DAVID the Agency ACD
Juan Javier Peña Plaza DAVID the Agency ACD
Fernando Pellizaro DAVID the Agency Copywriter
Richard Cruz DAVID the Agency Junior Art Director
Melusi Mhlungu DAVID the Agency Copywriter
Veronica Beach DAVID the Agency Head of Global Production
Renata Neumann DAVID the Agency Producer
Marina Rodriguez DAVID the Agency Associate Producer
Barbara Karalis DAVID the Agency Sr. Business Affairs Manager
Paulo Fogaça DAVID the Agency Managing Director, Head of Account Services
Carmen Rodriguez DAVID the Agency Senior Account Director
Rafael Giorgino DAVID the Agency Account Supervisor
Jenny Gobel DAVID the Agency Account Executive
Jon Carlaw DAVID the Agency Planning Director
Matias Candia DAVID the Agency Account Planner
Fernando Machado Burger King Global Chief Marketing Officer
Christopher Finazzo Burger King President, North America
Diego Suarez Burger King Lead Marketing Communications
Nicole Alevizos Burger King Director, Marketing Communications
Tag Gross Sticky Audio Labs Executive Producer
Doug Stoley Sticky Audio Labs Track Director
Dave Rivera Sticky Audio Labs Engineer/Mixer
Erik Sanchez Sticky Audio Labs Casting

Entry Summary
Burger King has been flame-grilling since 1954. This is the brand's main differential attribute comparing to the competitors. That's why we decided to have some fun trying to sell flame-grill broilers to McDonald's and Wendy's, so maybe they can have delicious flame-grilled burgers like in Burger King. That's why we created the radio campaign: Broiler Salesman. A campaign made of real calls to our competitor's restaurants. During the call, Burger King exposed the reason why other brands don't flame-grill, showing that sometimes they prefer to be fast instead of being great.

Brief Explanation
We invited a salesman to try and sell flame-grill broilers, just like the ones used at Burger King, to our main competitors who use flat tops fryers, like McDonald's and Wendy's. The radios are actual edits from the calls made to the real restaurants and the questions / answers are completely real. All the calls were recorded live from a studio. It's the first "live experiment" from Burger King in radio, using the media in a fresh and authentic way. For legal reasons and to protect the identities of the restaurant managers, we had to "beep" their names and make a slight modification to their voices.

Script (English)
SCRIPT 1
Burger King - Broiler Salesman 1
V.O.
The following is a recording of a real call made to a fast food restaurant.
Employee: McDonald's University, (bleep) speaking
Salesman: Hi there, how are you doing today?
Employee: Good how are you?
Salesman: I'm good. I'm good…. The reason I was calling you is… I wanna see if you could tell me a little bit of how you guys make your burgers over there?
Employee: We use the flat surface.
Salesman: So right now how many fried burger do you make like in a day?
Employee: It's a lot…
Salesman: Ok. I sell kitchen equipment. I sell flame-grills.
Employee: Ah. I know Burger King uses that. We don't use that.
Salesman: Right. Do you know other chains the use like a flame-grill?
Employee: Only Burger King from what I understand.
Salesman: Do you check the competition?
Employee: When I really want something to eat like a burger...
Salesman: Right.
Employee: … I normally stop at Burger King and get a Whopper.
Salesman: Yeah because it got that flavor you know, those grill marks and like that flame-grill flavor!
Employee: Yes Sir.
Salesman: Thank you very much for your help.
Employee: Oh Yeah.
Salesman: Happy frying today and maybe happy grilling tomorrow.
Employee: There you go.
V.O.
For that unique flame-grill taste come to the home of the Whopper.
Burger King. Flame-grilling since 1954.