Burger King has been crowned Cannes Lion Creative Marketer of the Year for 2017.
“Burger King is a brand that’s built a reputation for marketing campaigns that are bold, courageous and innovative, constantly challenging the limits of creative excellence,” Cannes Lion MD Jose Papa says.
“Burger King believes that being a brand with purpose can achieve long-term advantages and deliver strong business results. That’s why the company is making such an impact.”
Since winning its first award in 1969 – only 15 years after the brand was founded – Burger King has won a total of 76 awards at Cannes, including last year’s Grand Prix in Print & Publishing and a Grand Prix in the Media category for Y&R New Zealand’s “McWhopper” campaign.
“Creativity is a critical factor when it comes to helping us stand out from the pack and punch higher than our weight,” Burger King CMO Axel Schwan says.
“This principle is applied to everything we do, from the way we differentiate ourselves by flame-grilling our burgers to the groundbreaking advertising campaigns we create.”
Burger King is being honored by the festival for campaigns like Proud Whopper, McWhopper Proposal, #WhoIsTheKing, Whopper Freakout, Whopper Virgins, Whopper Sacrifice, King Games and Subservient Chicken.
Recent efforts include the King Senior Meal for a senior citizen and a companion in Brazil, from agency David, and the much more risqué Valentine's Day meal from Leo Burnett Israel, which came with adult toys.
“This award is a tribute to the consistently strong creative work done by the Burger King brand over time and we look forward to celebrating it with all of our partner agencies during the Cannes Lions festival,” Burger King head of brand marketing Fernando Machado says.
Burger King will be honoured for the Marketer of the Year win during the festival in June.
Samsung was the 2016 Cannes Lions Creative Marketer of the Year.
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