Fernando Machado

INSEAD MBA' 03D
CASE STUDY

Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

By  Pierre Chandon,  Laura Heely,  Fernando Machado
Add to Cart popular extra

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?

    Published 25 Jun 2018

    Reference 6402

    Topic Marketing

    Industry Restaurants,  Food and Beverages Production,  Health, Wellness and Fitness

    Region Global

    View

    Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

    Add to Cart popular extra

    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?

      View
      CASE STUDY

      Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

      By  Pierre Chandon,  Laura Heely,  Fernando Machado
      Add to Cart popular extra

      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?

        Published 25 Jun 2018

        Reference 6402

        Topic Marketing

        Industry Restaurants,  Food and Beverages Production,  Health, Wellness and Fitness

        Region Global

        View

        Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

        Add to Cart popular extra

        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?

          View