Sales of CLASSIC BURGER to female customer was up to 213% compared to the previous month.
It was featured on the national TV network, as well as in happy voices of customers over their Facebook pages, Twitter and other social network media - ie. Having a burger on the first date was impossible, but this one helps me!] [Grabs women’s heart」 (Facebook comment)
With a very small budget of printing new designs to existing hamburger wrappers, we could lower the hesitation of female customers.
The wrapper cleverly touched the female insight, and was instantly recognizable / talk-able / share-able, which was an essential feature for the quick service restaurant sector. This unleashed their long kept desire to enjoy the burger care-free.
Insights, Strategy and the Idea
The objective was to increase sales of the 'Classic Burger', the largest sized product sold to female customers - to whom the product was less popular.
In Japan, to open mouth widely is regarded as a bad manners, especially for young females. This was the insight that kept female customers away from enjoying the big Burger.
To lower the hesitation of female customers to eat a bigger hamburger, by taking away the worry of being seen as a ill-mannered person.
Creating a hamburger wrapper that covers people's mouths with a natural look, while opening their mouths widely to eat the big burger.
The Ambient Advert titled LIBERATION WRAPPER [image] was done by Dentsu Inc. Tokyo advertising agency for product: CLASSIC BURGER (brand: FRESHNESS BURGER) in Japan. It was released in the May 2013.