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January 23, 2004
A real whopper
In the can't-win marketing world of fast food, innovative agency Crispin Porter & Bogusky (not to be confused with innovative actor Crispin Glover) has been named marketing agency for Burger King.
Crispin Porter is the firm that built the grassroots campaign launch of the Mini Cooper and created "The Truth" antismoking campaign, which cigarette companies loathe because, it seems, it was effective.
Taking on Burger King is a big risk for Crispin Porter because... how can it succeed with a product that most argue is not good for you? The Mini Cooper is a great car. Everyone knows the evils associated with smoking. But obesity-causing fast food?
Crispin Porter's executive creative director, Alex Bogusky, says their assignment also includes the customer experience, including signage. "Within the drive-through, the signage of the drive-through, how you tell them to go, stop and confirm their order -- all those things are branded experiences."
Absolutely, Alex. But what about the food?
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