BURGER KING : You're not dreaming, It's 100% Real

This campaign's goal is to help an audience of people that lead a fast life and don't have ton of money to spend on their lunch and dinner. But they struggle with making the choice of eating fast or eating healthy.

Burger King is fast food chain that recently came up with 100% real menu. Meaning there ingredients are assured without additive, colorant. It’s unprocessed and free of chemical.

This chains has the same advantages of a fast food restaurant by being fast and accessible as well as cheap but promises good quality ingredients in their menu.

The archetype of this campaign is the Jester archetype which is all about fun and spontaneity. They are known to be entertainers and bending rules. Generally most fast food chain can fall under the Jester brand archetype. This due to their target demographic which is usually youngsters, their color theme and the way they communicate with their audience. Burger King is definitely a Jester brand archetype. Visually the primary colors used in their logo, packaging and restaurant outlet gives this feeling of youth.

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