A new Burger King ad features some familiar faces—at least for some. If you’ve ever seen the movie Napoleon Dynamite, you’re likely familiar with a scene where characters discuss tater tots. So Burger King decided to use those same actors to promote its returning product, cheesy tots. But how many consumers get the reference and will be more likely to go to Burger King after seeing the ad? We asked nearly 900 respondents about their thoughts on fast food restaurants and the new Burger King ad.
Fast Food Consumers
In Ask Your Target Market’s latest survey, 4% of respondents said they go to fast food or quick service restaurants daily. 21% patronize fast food restaurants a few times per week. 35% do so a few times per month. 15% do so a few times every three months. 9% said they go to fast food restaurants less often than once every three months. And 16% said they aren’t fast food consumers at all.
Of those who go to fast food restaurants at least on occasion, 67% said they’ve been to Burger King. And 33% said they go there regularly. McDonald’s and Wendy’s had more regular visitors, but more consumers said they’ve at least tried Burger King than any of the other fast food restaurants listed.
Burger King Ad
Overall, 13% of respondents said that they would be certain or practically certain about choosing Burger King the next time they patronize a fast food restaurant. And 23% said it would be very probable. Of those who viewed the Burger King ad featuring the actors from Napoleon Dynamite, the same 13% said they would be certain or practically certain about choosing Burger King the next time they eat fast food. And 24% said it would be very probable.
In addition, 40% of those who viewed the ad said that they have seen the Napoleon Dynamite movie before. And of those respondents, 14% said they would be certain or practically certain about choosing Burger King the next time they eat fast food. And 27% said it would be very probable.
In general, respondents seem to see Burger King as a brand that is trustworthy, respectable, provides good taste and reflects the kind of people they are. And there was almost no change between those who viewed the ad and others in terms of those attributes. So it didn’t make a big impact in either a positive or negative way.
The Napoleon Dynamite Burger King ad only made a negligible impact on consumers plans to patronize the fast food restaurant. Those who had seen the movie were a bit more likely to be affected by the ad. But less than half of consumers have seen it, and many of them likely haven’t in years. Overall, while it didn’t seem to have any negative impact on consumer opinions, this ad campaign that introduces a new product seems like it might not be worth the investment for Burger King unless they’re able to really focus the targeting so that it’s viewed by people who are likely to have seen the movie and understand the reference. Perhaps airing it during programming that is targeted to millennials or that features humor that is similar to that of Napoleon Dynamite could be a good way for Burger King to get a bigger impact from this particular ad.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on December 3-8 via AYTM’s online survey panel.