INSEAD the business school for the world

An inspection copy of the case is available here


Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work. Could Daniel Schwartz, Burger King’s young CEO and his team make the brand cool again, on a tight budget?

Drawing on data from a brand audit, your first task is to define the brand’s identity and choose among five positioning ideas. After deciding how to allocate expenses between television, digital and PR, and brand and restaurant redesign, the case takes a deep dive into each component. For the digital and PR components, for example, you have to evaluate eight mock- ups created by DAVID, the agency, and then come up with your own idea, which Burger King will evaluate.

CEO Daniel Schwartz

This case reunites us with Fernando Machado, one of the protagonists of INSEAD’s Unilever in Brazil case (the CaseCentre’s 8th best-selling case of the past 40 years). After heading the Dove brand famous for its “Campaign for Real Beauty”, Fernando joined Burger King as the Head of Brand Marketing and is now its Global Chief Marketing Officer.

CMO Fernando Machado

Teaching objectives

This decision-oriented case touches on all the key aspects of brand marketing for quick-service restaurants, a category at the intersection of consumer goods and retailing. Thanks to a close collaboration with Burger King’s management team, it provides unique information about the process, actions and outcomes (detailed in the teaching note), 20 exclusive video interviews, a slide deck, as well as ads and video case studies illustrating Burger King’s award-winning campaigns, which led to Burger King winning the 2017 Creative Marketer of the Year award in Cannes. The value of the brand has multiplied by 3.7 since its acquisition and growth has accelerated.

How to buy the case

  • Like all recent INSEAD case, it is available through Harvard Business School Publishing:
  • Hard and soft copies of the case and teaching note (which contains the login and password to access the private area of this site) can be purchased via our distributors’ websites. To choose a distributor please visit the INSEAD Case Distributors page.
  • The case can also be purchased directly from INSEAD.