Don’t Search for Herb

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Burger King launched a $40 million ad campaign in November 1985 called “Where’s Herb?” The idea was to find a character named Herb who’d never been had a Burger King burger. Other chains pointed out that if Herb wasn’t at B.K., it meant he probably liked other chains’ burgers more. Unsurprisingly, B.K. profits fell 40% in 1986.

What do we have to say about this?

Don’t go searching for Herb!

Where’s the benefit?
B.K.’s burgers taste great because some dude named Herb hasn’t been there before? This is just silly-stupid-and-not-worth-$40-MILLION!

Persona-based Criteria
Pixaura can help you create personas and custom strategies to find real customers that want to shop at your store or buy your service.

James O'LoughlinDon’t Search for Herb