The Marketing Week Podcast: Burger King’s ‘labour of love’ to revitalise the Whopper
In the latest episode, we speak to Burger King UK and agency partner BBH about their six year mission to build brand love.
Spearheading a brand turnaround means committing for the long haul, embracing transparency and prioritising patience, according to Burger King UK.
In this latest episode of The Marketing Week Podcast, Charlotte Rogers, deputy managing editor and head of insight, chats to Burger King UK CMO Katie Evans and BBH London deputy chief strategy officer, Saskia Jones, about their journey from a decade of “Whopper silence” to winning the coveted Grand Prix and Long-Term Brand Building prizes at the 2025 Marketing Week Awards.
Back in 2018 when Evans joined the business and BBH London was appointed, Burger King UK was grappling with brand apathy, low consideration and dwindling brand love. With consumers questioning whether the chain even still existed – despite operating hundreds of outlets nationwide. There was a lot of work to do.
A transformation six years in the making, Burger King UK put its flagship burger front and centre, delivering an uptick in premium perceptions, an increased customer base and a “huge percentage jump” in the number of Whoppers sold between 2017 and 2024.
Evans and Jones explain why patience, confidence and having the courage to go all in on the Whopper changed the brand’s fortunes.
Ahead of the next episode in Marketing Week’s regular series, find The Marketing Week Podcast on Apple Podcasts, Spotify and Acast.
