"Mojo Supermarket will lead Burger King's always-on social strategy, including creative, community engagement and activations, while Praytell is tasked with generating earned media, managing influencer relationships and identifying relevant cultural stories. The two will collaborate closely to shore up a challenger positioning for the QSR chain."
"Burger King's pair of new agency appointments recognize the growing power social media plays in building brand discovery and relevance, as well as how gaining notice on social channels like TikTok and Instagram can translate into massive earned media wins."
"In a demonstration of the new agency strategy in action, Mojo Supermarket claimed credit for a viral video that shows Burger King President Tom Curtis taking a bite of a Whopper and stating the only thing missing from the meal is napkins. The post is a shot across the bow at McDonald's chief Kempczinski."
Burger King has named Mojo Supermarket as social agency of record and Praytell as public relations AOR for the U.S. market. Mojo Supermarket will oversee always-on social strategy, creative development, community engagement and activations, while Praytell handles earned media generation, influencer relationships and cultural storytelling. The agencies will collaborate to establish Burger King's challenger positioning in the competitive QSR landscape. Early results demonstrate effectiveness, with Burger King's viral mockery of McDonald's CEO Chris Kempczinski's awkward Big Arch burger review gaining significant traction. These appointments reflect the growing importance of social media in brand discovery and the potential for social channel activity to generate substantial earned media. The strategy aligns with rising combative marketing trends as QSRs face pricing pressures.
#agency-appointments #social-media-marketing #viral-marketing #qsr-competition #influencer-relations
Read at www.marketingdive.com
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