King of the Library

Name of campaign/initiative:  King of Library
Name of participating company: Burger King/ Burger King McLamore Foundation
Name of participating nonprofit(s): Room to Read
Date launched:  September 2013
Date ended:  November 2013
Type of campaign: Transactional 

Editor’s Note: This post is the sixth in a new series highlighting cause marketing campaigns from around the world called ‘Global Voices’ and brought to you by Your Public Interest Registry. We hope our team of international contributors will shed insights into cause marketing in their home country and inspire you to expand your own purpose-driven horizons.

In September and October 2013 Burger King Spain launched a cause marketing programme across its restaurants.  The campaign supports the NPO Room to Read to improve child literacy in specific areas of Africa and Asia.  

Burger King customers were invited to support Room to Read by purchasing coupons of 1 euro in value.  These coupons could be redeemed for products (e.g. small fries, ice cream), up to 30th November.  

The campaign ran from 6th September to 31st October and aimed to raise 150,000 across three participating countries with the largest presence in Europe, namely Spain, the UK and Germany.

Campaign Strengths and Weaknesses
A clear strength of the campaign is the fact that it is part of a broader, global campaign with a very clear focus and messaging (libraries for children).  This is further supported by the clarity of messaging of the partnering non-profit, namely ‘Room to Read’.  The partnership between Burger King Worldwide and Room to Read has to date opened 7 libraries where hundreds of teachers are educating 3800 children.  

Furthermore, the campaign is interesting since it has the support of the franchisees, key suppliers (Kühne, McCain, Reny Picot y Danubio) as well as customers.  

In spite of these strengths however, this campaign is perhaps an example of the, as yet, relatively less sophisticated nature of cause marketing campaigns, as well as broader partnership programmes in Spain, as compared to other countries, such as the US.  Marketing activity around the campaign appears to have been limited to press work.  For example the campaign was not included on Burger King Spain’s Facebook page either in the run up to the campaign or to thank customers; which indicates perhaps that it is not yet an integrated part of the strategic priorities for the company’s communications.