Burger King opens two competing locations in Cholet, France, sparking a playful marketing campaign that challenges drivers to choose a side.
Burger King opens second restaurant in Cholet
Burger King has opened its second restaurant in Cholet, a town in the Maine-et-Loire department of France. The two Burger King locations are situated just five minutes apart, creating a unique local presence for the fast-food chain.
Marketing campaign by Saatchi & Saatchi
The opening of the second restaurant is part of a marketing campaign developed by the advertising agency Saatchi & Saatchi. This campaign involved a strategic communication battle between the two Burger King locations in Cholet.
Communication battle on display surfaces
The campaign used the city's display surfaces as a battleground for the two Burger King locations. Each restaurant engaged in provocations aimed at highlighting their respective strengths through creative and competitive messaging.
Marketing efforts extend to traffic signs
The marketing efforts extended beyond traditional advertising to include traffic signs in the area. This created a dilemma for drivers, who encountered competing messages as they navigated the town.
Campaign tagline emphasizes choice
The campaign is summarized by the tagline "You will have to choose your camp," emphasizing the idea that customers must decide which Burger King location to support, adding a layer of local engagement and rivalry.
