It’s another win for Boxer!
For the third year running, Boxer has been named a recipient of the 2012 DBA Effectiveness Award, this one for the 1955 Burger in Europe. While the award of gold, silver or bronze as of yet, hasn’t been announced, simply being on the shortlist for such a prestigious award has an honor all its own.
By taking the look and feel of the Global Quality Packaging (developed for McDonald’s by Boxer in 2008) and combining it with the look and feel of the 1950s (when McDonald’s opened their first restaurant), Boxer created a brand story that translated into a coherent voice that helped drive sales across European markets.
Vincent Mesnage of McDonald’s Europe knows why Boxer received this award:
“The 1955 burger is the most successful premium burger that McDonald’s has ever launched in Germany and this really has been driven by the brand storytelling and packaging group identity”
New mini-chain of burger bars, The Hand Burger in Singapore giving us a fresh take on a quality burger. I’ve not had the opportunity to taste but they claim to be artisan quality with scrummy-not-for-the-burger purist burgers like Duck Confit, Stuffed Portobello and the Battered Dory. Burgers are served up in a convenient box, complete with playful brand story to boot.
We have seen the future, and the future is Cats.
Thanks John St.! We are big fans!
In pursuit of improved consumer engagement, brands are gamifying their businesses, creating playful products and campaigns that change the relationship with the consumer.
Case in point…this year’s Starbucks Red Cup comes with a Christmas-themed smartphone app that creates augmented reality (AR) animations around the festive cups. Great way to fuse packaging and technology together, rewarding customers who engage and share the spirit of the season with family and friends.