When Burger King’s first spot by McGarryBowen broke, many industry people had a lot to say about it. “It could be for any burger joint out there,” said one commenter on AdAge.com. “First time in a long time I’ve seen anything that made me want to eat at Burger King,” said another.
But did it leave a good impression on average consumers?
One study suggests yes. Recent consumer perception of Burger King is up, according to a survey by YouGov’s BrandIndex. Among people who had visited fast-food restaurants in the hamburger category in the last month — the same time that Burger King’s first aired McGarryBowen’s ad for the California Whopper — their perception of Burger King had gone from a 24.2 before the ad aired to a 34.3 just two days after the launch of the spot. (YouGov BrandIndex’s scores range from 100 to -100 and are compiled by subtracting negative feedback from positive.)