即叫即製漢堡廣告
Burger King 廣告突顯食物的新鮮程度
Burger King 的廣告，一向以其食材的新鮮度作為核心，而其最新一系列廣告，則刻意省略產品畫面，藉此強調其食物均為即點即製。這系列於德國推出的印刷及戶外廣告，旨在推廣三款 Burger King 產品（華堡、King's Beef 及植物性 Long Chicken），然而這三款產品，均未在廣告中實際出現。這些廣告，在通常會展示速食產品圖片的位置，僅呈現一片陰影，這種刻意省略，訴說著一個尚未完成製作的美食故事。
這些廣告，顯著呈現菜單品項的價格，並輔以其他幾項細節，例如三文治的名稱，以及一句寫著「僅限即點即製」的標籤。
英文原文
Burger King's advertisements are often centered on the freshness of its ingredients and its newest ads eliminate product shots to emphasize that its food is made to order. The print and out-of-home ads released in Germany were designed to promote three Burger King products (Whopper, King’s Beef and plant-based Long Chicken,) none of which are actually shown in the ads. The ads include shadows where images of the fast food products would ordinarily be, and the omission tells the story of food that has yet to be made.
The ads prominently feature the prices of the menu items, along with a few other details, like the name of the sandwiches and a tag that says "only made to order."
- 來源
- Trend Hunter
- 發布
- 2022-01-17
- 品類
- 出處
- adweek