每日英語跟讀 Ep.813: About Fast foods - Burger King breaks the mold with new advertising campaign
Burger King is breaking the mold in its new advertising campaign.
The burger chain is portraying its Whopper covered in mold in print and TV ads running in Europe and the U.S. The message: Burger King is removing artificial preservatives from its signature burger.
Early reaction to the campaign Wednesday was a mix of applause for the shift away from preservatives, to disgust.
漢堡王表示，在歐洲部分分店的招牌華堡不再使用防腐劑，包括法國、瑞典和西班牙 ; 美國7,346間分店中，有400間也停止使用防腐劑。另外，公司計畫今年能達到所有分店皆不再使用防腐劑。
The restaurant, based in Miami, Florida, says it has removed artificial preservatives from the Whopper in several European countries — including France, Sweden and Spain — and around 400 of its 7,346 U.S. restaurants. It plans to remove preservatives from Whoppers served in all of its restaurants this year.
The Whopper is topped with onions, lettuce, tomato, mayonnaise and pickles, all of which will contain no artificial preservatives.
By the end of this year, Burger King said all food items — including sandwiches, sides and desserts — will be free from artificial colors, artificial flavors and artificial preservatives in the U.S. and select European countries, including Germany and the United Kingdom.
麥當勞再出新招「漢堡香氛蠟燭」| McDonald’s releases food scented candles for burger-lovers
Following Burger King’s ingenious marketing strategy featuring a “moldy whopper,” McDonald’s has released a series of fan club merchandises for “Quarter Pounder” lovers, including a six-pack scented candles kit.
The candles come with scents including, 100% fresh beef, ketchup, onions, cheese, pickles, and bread.
Upon its release, the popular merchandises were immediately sold out.
On McDonald’s website, Golden Arches Unlimited, the candles are marketed with the phrase, “Burn together for maximum deliciousness”.
The candles last for up to 25 hours and are available for free shipping within the U.S., making it one of the most sought-after items on the site.
Aside from the candles, McDonald’s also released a couples quarter pounder mittens, a calendar, a “I’d rather be eating a Quarter Pounder” sticker, a “Quarter Pounder fan club” pin, a fan club T-shirt, and a “Quarter Pounder with love” locket that includes pictures of hamburgers.
At the time of press, popular items including the candles, lockets, as well as the NT$752 (US$25) couples’ mittens are sold out.
據外媒報導，麥當勞全球行銷資深副總裁柯林・米切爾 (Colin Mitchell)表示，在Instagram盛行的世代，許多人喜歡在自己平台上張貼及分享自己的喜好，而這些商品恰巧能讓這些用戶成為最好的品牌宣傳大使。
According to foreign media, McDonald’s senior vice president of global marketing, Colin Mitchell, claimed that in the Instagram generation, many people utilize their platforms to display their fandoms, and with these merchandises, online users can become the brand’s ambassadors.