Communication objective:

To create awareness and re-position Wimpy as the ultimate destination for personalized burgers.



Consumer insight:

“I love fast food burgers, but they are so restrictive. I can’t find any that I feel I can fully personalize”



Concept:

Your perfect burger



Reason to believe:

A full service personalized burger bar with all types of meat, cooked the way you want, more than 10 toppings, sauces and vegetables for your selection.

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​Benefits:
Endless options for customers to create the perfect burger



Communication strategy:

To create an integrated marketing communications campaign incorporating both online and offline media to introduce the UK to “Your perfect burger”.



Key message:

If you are looking “your perfect burger” Wimpy is the place to go.



Mood tone:

Humor, silly, fun