Comments on: Semantic Markers

By: Jaco van Heerden

Jaco van Heerden — Sat, 13 Mar 2010 00:27:05 +0000

I agree that the Burger Baron ads were very funny. However, just because an ad is funny doen’t mean it is effective. I for one have never felt the urge to buy their product. I like the idea of doing and saying something dofferent, however I also feel there is a reason why restaurants tend to use images of delicious looking food in their ads. I think it has something to do with the fact that the image and more importantly the idea of food gets the taste buds started. I think everyone knows fast food is not should be avoided. As such I think fastfood businesss best strategy is to convince you otherwise, by showing a product that looks delicious (rather than unhealthy) and/or cheap… cheap enough to make you say, what the hay…

I noticed a Burger Baron ad the other day. It showed a meal which I thought looked very unapitizing due to a slight green tinge to the photo. I think it was fish or perogies, or something that seemed out of place for a Burger joint. I have no idea what the ad said, due to the fact that it was very wordy and uninteresting. It did get a laugh out of me though, since it used quotation marks around one of the key statements, which made me imagine someone winking while they said whatever the statement said. Ad if it is not completely true… So that was funny, but obviously not memorable.

Burger Baron, to mee, is like a Rub-and-tug, I know it’s there and I can see myself going there at some point to try it out, however the reality is probably that I wont.

Wait, I just remembered, I have been to Burger Baron, I couple of times over the past 9 years… and I just remember their service being slow.

By: Derek Wu

Derek Wu — Thu, 11 Feb 2010 21:20:31 +0000

I totally agree Jeph and Sean. I don’t understand why Burger Baron changed their creative to appear as a “Franchised” restaraunt. This was their competitive advantage. Prior to this campaign, I figured BB was for greyhairs that went their for a coffee and small fries. When this campaign launched, myself along with probably many of my demographic figured it was cool, hip and the place to be for a suculant burger.

To answer your questions about has “your impression of Burger Baron” changed? Yep, I don’t think they are innovative and cool anymore and thus don’t slam their burgers. They could have kept on with those creatives, driving their messages into our brains (which would have been harder and more costly, if outsourced, to do) but instead I feel as if they simply when to the big text, heavy imagery and boring messages. Maybe this was part of their strategy, but if it was, make a U-turn Mr. Baron.
Derek Wu´s last blog ..Squareflo Scores 93%

By: Jeph

Jeph — Fri, 05 Feb 2010 16:44:12 +0000

Good point Sean, do you think your impression of Burger Baron has changed now? It seems as if they have settled for what the masses would ‘supposedly’ would like. Martin Lindstrom also talks about creating controversy, making people choose a side. We like to cheer for a team. Maybe Burger Baron should be making fun of the other burgers in town? I think they could have some fun with that!

By: Sean Stefan

Sean Stefan — Thu, 04 Feb 2010 20:32:32 +0000

It’s interesting that the Burger Baron ads that you pulled were from when the campaign first came out. They’re still doing billboards but not as many people talk about them anymore because they’ve rounded off the rough edges. Now they say things like: Combination Burger $2.49 all January. There’s no edges there – and the edges were what made those billboards successful.
Sean Stefan´s last blog ..Women Entrepreneurs of SK Presentation