BURGER KING AAFES Loot Camp

As part of the Burger King sales promotion and merchandising business win, we were given the opportunity to work with their Army & Air Force Exchange Service (AAFES) restaurants. 

As part of my role as Director of Concept Development, I led the ideation and development of promotional marketing concepts for them.

This is one of the programs I created.

SITUATION

Burger King has over 300 AAFES restaurants at armed forces bases around the world.

They have a unique audience that responds to specific stimuli, such as cash. Others, such as trips, are irrelevant.

CHALLENGE

Burger King competes with other food vendors at AAFES commissaries and still needs to drive traffic and increase register rings. Promotions, however, need to take into account the specific distinctions of this target audience, such as the stimuli they respond to. 

SOLUTION

Create a fun event playing off something with which the target audience is all too familiar…

with an attention-grabbing 

PROGRAM OVERVIEW

Loot Camp

I created the The LOOT CAMP program to resonate with the target audience.

Grill Instructor and Loot Camp are plays on popular armed forces entities (Drill Instructor and Boot Camp). I directed the illustrator to exaggerate the classic look of a drill instructor.

The Grill Instructor recruited players to peel off the dog tag game pieces and see if they were instant winners of

PROGRAM DETAILS

Trade Up

To increase register rings, odds of winning were increased by trading up to get more game pieces.

• 1 chance to win with a Whopper®, Chicken Whopper®, Chicken Whopper® Jr., or 32-oz. drink
• 2 chances to win with a large Whopper® or Chicken Whopper®Value Meal 
• 3 chances to win with a king size Whopper® or Chicken Whopper®Value Meal 

PROGRAM DETAILS

Merchandising

Promotional merchandising was developed not only for inside BK locations, but also to recruit diners from outside – with theater posters, gas station pump toppers, floor decals and more.