Atomic Ideas - Helping You Sell More Stuff!

Atomic Ideas Helps Client bd's Mongolian Grill Throw A Tailgate Party!

Check out Atomic Ideas' latest work for bd's right here. Then head to the location nearest you to try out something totally different at bd's - an awesome burger, Mongo-style!

Through October 30, 2011, bd's will bring the game-day spirit to diners with an appetizing tailgate party unlike any other. The world's number one create your own stir-fry concept is providing fans with new and exciting menu additions, including innovative burger and brat recipes and drink combinations.

 "Football season is all about family, friends and fun," said Denise Head, vice president of marketing at bd's Mongolian Grill. "Adding burgers and brats to our menu creates the ideal tailgate party experience and is exactly what our guests want."

During the football season, diners can create their own tailgate experience with four new Create Your Own Mongo Burger choices. Angus, Turkey, Veggie, and Salmon burgers can all be paired with an array of mouthwatering sauce options. Brats are also available for a limited time. And Mongo lovers can top off their burgers and brats with a variety of vegetable bar offerings from customary onions, tomatoes and bacon to nontraditional items such as pineapple and jalapenos!

We love collaborating with the great team at bd's on exciting events like the Tailgate Party ... and we love the food too! 

 

Atomic Ideas is an idea factory for marketers that need a boost.

We offer businesses strategically sound ideas to accomplish their business objectives, and then we execute them. 

The results are compelling selling conversations that connect companies with their best customers, both internal and external, offline and online....aligned.

When that happens, our clients sell more stuff.

 

 

Atomic Idea: How to Fix Burger King.

Here's the idea for BK.

Deliver on the promise of your advertising and you'll blow people's minds!

Burger king has (yet another) new agency McGarryBowen and a new commercial. The creepy king has been replaced by glorious (though somewhat stock-footagy) shots of "fresh" ingredients being sliced, diced and prepared for the final image... an equally glorious shot of the new burger designed to elicit a pavlovian response from consumers and drive them into Burger King in droves. Here's what it looks like 

(view the commercial here):

We actually like the idea of focussing on the food. But McGarryBowen doesn't really have any control over whether or not Burger King delivers on the promise of the advertising.

So do they? Here's one consumer's opinion.

 

Great looking commercial, full of promise. Not so great looking burger, full of, er, lettuce. We're guessing there may be a lot of similar experiences accross the country as more people try the California Whopper. Bummer.

So again, here's the killer idea:

Deliver on the promise of your advertising and you'll blow people's minds!

Imagine this. People open the box and the burger actually looks almost as good as the one in the commercial and actually tastes as good as the commercial implies it will. Eureka! Now that would get people talking... all over the Internet, all over the world! "Tastes as good as it looks. Looks as good as it tastes - unbelievable!" 

No consumer in this day and age remotely expects the fast food burger they buy at the restaurant to look anything like the burger they saw in the advertising. So if you could make it actually happen (and advertise that), you'd be the first... the one and only... the Burger King! Imagine the buzz. Imagine the press.

Of course, your ad agency can't really help you make it happen. First you have to fix a very expensive list of operational problems and customer experience issues that continue to negatively affect your sales. Then you would have to train your employees to actually make the burgers look almost as good as they do in the commercials. Impossible? Well, nothing's really impossible. And as new owners, you have the benefit of a fresh perspective. Look what Tata has already done to help reinvigorate the Jaguar brand since they purchased it from Ford, "a case study of how a strong and committed management can make even a difficult acquisition work." 

Deliver on the promise of your advertising and you'll blow people's minds!

Honestly, this may seem like a way too simple idea; maybe even a crazy one. But man, if people opened that box and actually got what you told/showed them they were going to get, they'd all be saying, "I'm Loving It!" If that happened, McDonald's may actually start to worry, and we think Burger King's future would be a lot more, er, promising.

Appetizing Recent Creative Work for bd's Mongolian Grill from Atomic Ideas.

We love Mongolian stir-fry and we love our client bd's Mongolian Grill. bd's is all about providing a dining experience unlike any other. It's called "Mongo Magic"... an interactive dining experience inspired by Genghis Kahn and his warriors! 

If your concept of stir-fry doesn't go much beyond sweet and sour chicken, you need to check out bd's where Mongo-Fusion rules. Create your own Mongolian-style stir-fry flavor sensation, from Asian to Caribbean to Italian, or your very own “signature” bowl. 

To give you a better idea, here are just a few of the in-store pieces Atomic Ideas created for several recent bd's Mongolian Grill promotions. 

Summer Fiesta!

Appeteasers!

Summer Fiesta is still rocking so if you haven't tried bd's, check it out. Go to their website to find the nearest location, and Go Mongo!

 

Crispin Porter + Bogusky Proves That BS Didn't Help BK Sell More Stuff.

We're absolutely convinced at Atomic Ideas that bullshitting consumers won't help our clients sell more stuff. Not surprising since our overarching raison d'etre is to take the BS out of brand strategy.

The problem is, many advertisers still think that bullshit will help them move the needle. Case in point, Burger King and their advertising agency Crispin Porter + Bogusky, the latest victim of BK's marketing malaise.

Yes indeed, they're getting dumped by Burger King (oh, and Groupon just dumped them too after another self-indulgent fiasco). But from the agency world perspective, many of us wish we could be just like CP+B. But honestly, why? Here is an agency that arguably does more to publicize and advance its own agenda through its strategic and creative executions than it does for its clients. If everything you do is designed to gain attention for yourself as much as for your clients, maybe there's a problem. Of course, we are also aware of the fact that even CP+B may have caved to the clients demands. After all, 300 million is an awful lot of momey no matter how big an agency you are.

For seven years, CP+B garnered recognition, awards and peer accolades, and also much criticism for its Burger King work... from "Subservient Chicken" to sometimes bizarre and creepy "King" commercials to "Whopper Sacrifice". The problem is, that apart from an initial boost in sales, Crispin basically failed to help BK sell more stuff in the long run... much like their predecessors. Burger King is famously famous for switching agencies when nothing goes their way. 

To quote Ad Age:

"Before Crispin Porter + Bogusky, Burger King went through creative agencies like shit through a goose."

In our humble opinion, BK is as much to blame as its agencies. Burger King is a company that simultaneously dropped its "flame broiled" and "have it your way" differentiation in favor of... well, what? A guy in a mask? Most guys with masks are either terrorists or bank robbers. And if you can't have it your way at BK, well you definitely can't have it your way anyplace else. So what's the difference?

There is no question that "Have It Your Way" must have presented some difficult operational issues for Burger King. On the other hand, if they would have spent as much money figuring out how to make it work for their operators and franchisees as they did on the inane, useless advertising they have put into the marketplace over the past decade and more, they may have actualy gained market share against McDonald's and other competititors.

From our perspective, the real reason BK has gone through so many agencies is partly their fault. The idea that advertising can solve all a company's problems is completely fallacious. It's an excuse to cover up poor management, poor vision and a general misunderstanding of what consumers want and desire from a brand. On the other hand, Crispin's desire to make a splash for their own brand certainly didn't help them solve BK's business problems.

Most of what Crispin put out for BK was entertaining, sometimes bizzare, buzz-building bullshit, and it didn't work. Obviously, their client bought into it (and probably even asked for it). But at the end of the day, numbers show it did not communicate marketable truths about the product that would move the needle for the brand and help them sell more stuff. Both Crispin Porter + Bogusky and BK got a lot of attention, but for what? Alex Bogusky quit, and now BK quit them. Quit Pro Quo.

So now BK is looking for a new agency... again. Unless BK actually owns up to the fact that they (and maybe their products, management and operational isues) are a big part of the problem, rather than the agencies they hire on a regular basis, they will once again be pissing in the wind.

Hey BK, Atomic Ideas may be small, but we say what we think and we won't bullshit you or your consumers. Besides, we're fairly sure we would be a hell of a lot cheaper than all those big boys that have so far failed you.  Give us a call if you're looking to actually sell some real Whoppers! 

 

CREDIT: Thanks to animateit.net for the Bovine Excrement meter!

Atomic Ideas Helps bd's Mongolian Grill Offer Up Fun, Fresh Food!

Here's some recent design work from Atomic Ideas for bd's Mongolian Grill's current Fun, Fresh, Food promotion... from interior store signage to recipe cards, promo menu and more.

bd’s Fun Fresh Food promotion, provides guests with a “Fun” way to get a “Fresh” start on the New Year with great tasting, healthier ­for ­you “Food”.

If you need some tasty creative, check out our work or give Atomic Ideas a ring. If you want some tasty food, head to your nearest bd's Mongolian Grill for a Fun, Fresh gastronomic experience!

To Bun or Not To Bun, the KFC Question

 

I saw this KFC spot the other night. Yeah, it has all those typical young people with incredulous looks talking about KFC food. It’s all about KFC using a new kind of bun for their Doublicious Chicken Sandwich: they use a Hawaiian Sweet Roll. It’s not a plain hamburger bun (which, apparently, should only be paired with a real hamburger). The Hawaiian Sweet Roll bun’s different shape is what makes KFC’s Doublicious Sandwich a taste sensation in the spot. That’s KFC’s handle- “Never seen a sandwich like this before!” the woman in the spot claims. It seems a unique look is just what was needed, needed to “...make those eleven herbs and spices really come to life.” Yes, looks are everything. 

Now, just when I thought this bun was everything, I discovered this KFC spot on YouTube:

   

Well, how ‘bout that? It’s the KFC Double Down Chicken Sandwich. It features no bun at all. It’s made up of two boneless white meat chicken filets (Original Recipe or Grilled), two pieces of bacon, two melted slices of Monterey Jack and pepper jack cheese and the Colonel's Sauce (whatever that is). KFC says, “The Double Down is so meaty, there’s no room for a bun!” 

These KFC marketers are incredible. They’ve covered it all. The Doublicious is all about how the bun looks. The Double Down, is all about not being able to look at the bun. By the way, they do provide a little grease-proof half paper bag to hold the sandwich’s ingredients together. 

After watching these two spots I’m still left with the impression that they offer little, if any, real consumer benefit. I still think KFC sandwiches are high in calories, high in fat and very high in sodium - all the things most of us need to avoid. And what's with those sandwich names? "Double Down" Is that some kind of bet on whether you'll need bypass surgery or not? What do you think?

On my Steeb-O-Meter, (a rating system for evaluating projects on film, video, music, television and print on a scale  of 1 - 63) I'm giving each spot a 27.

 

Burger King finally finds a "Marketable Truth"

It took selling the company to get rid of the creepy (and unsuccessful) "Wake Up With The King" campaign for Burger King. What was the marketable truth there? Burger King will creep you out? They meant to talk about breakfast, but they presented no clear reason to prefer them over their numerous competitors. And instead, gave us a weird character that caused many of us (myself included) to actually avoid their offerings.

Now the new commercials aren't what you might call breakthrough, but at least they are pleasant, approachable, energetic and most importantly, contain a clear "Marketable Truth."  That is, that they have a darn good breakfast menu. It makes you actually want to pull in and sample it for yourself.

At Atomic Ideas, we define a "marketable truth" as a feature of a product or service that a company can truthfully live up to, which solves a need for their best potential customers. In this case, a great breakfast that would satisfy the needs of their best potential customer i.e. the time-crunched, hungry commuter looking for more than average drive-thru fare.

Will this strategy work for Burger King? Definitely, as long as Burger King lives up to their promise and delivers a great breakfast menu (at a decent price).

Take a look and let us know if you prefer these new spots to the old "silent king" stuff.

 

 

 

 

Atomic Ideas on: The trend toward "off-putting" creative.

What is this trend toward unappealing and often downright annoying advertising? Does it work?

Can we really "annoy" people into buying our products and services? Take the Quizno's 5-4-3 Kittens, which is so annoying that I actually couldn't remember who the spot was for -- I had to look it up! The annoying music combined with bad graphics (they look like dead, stuffed cats) make the spot unbearable. Even if you are riveted to awful spectacles (like a bad traffic accident), and you remember the name and the price message (5-4-3), there is no appetite appeal. Now this may appeal to younger cosumers as it has a somewhat "bad viral video" quality, but are the sales generated by this demographic enough to make up for alienating everyone over 40?  Take a look.

 And take this Skittles spot. A little less annoying, it nonetheless does not garner any points for "appetite appeal."  Again, it is obviously aimed at the younger set, but I can't see many Moms wanting to buy skittles for the kids after seeing it. 

Seems any creative worth his salt can make a product appealing. Why spend hundreds of thousands of dollars producing and airing a spot just to create annoyance or shock value? Consumers may remember the name for a short time, but are left with no enduring reason to prefer the product over a competitor. Once the shock value fades, so does the space that the brand held in the consumer's mind.  What do you think?

Atomic Ideas on Good News For Restaurants - Consumers Still Want Value But Are Less Concerned With Discounts

As a group who has done a lot of work for the restaurant industry, all of us were glad to see a recent article on the ad-ology site with some positive news for operators - consumers are planning to eat out more!

According to the most recent American Express MarketBriefing based on Technomic data, a survey revealed the following intentions to eat out at least once a week by restaurant type:

• Full service restaurant 16% (10% increase from last year)
• Quick serve restaurant 32% (21% increase from last  year)
• Fast casual restaurant  12% (9% increase from last  year)

Better yet, consumers don't appear to be looking for heavily discounted menu items and deals the way they were during the worst of the recession. People are still looking for meal value, but are not always basing their decisions on deals and promotions, a significant change in recent behavior.

Here are the Technomic survey results for the number of consumers who will visit a full service restaurant despite discounts or special promotions:

• Very likely 46%
• Somewhat likely 40%
• Not very likely 12%
• Not at all likely 2%

All in all, some pretty good news for feeders.

Also of interest, Ad-ology Research recently updated it Industry Marketing insights report for Fast Casual Restaurants and predict the following Top 3 Opportunities/Challenges for this segment of the industry in the following 12 months:

• Family style restaurants are favored by 2/3′s of consumers who want to take their children out to eat once a month.
• Restaurants are emphasizing sustainability, locally sourced foods and nutrition when marketing to consumers in 2010.
• Fast casual operators are differentiating themselves by offering a variety of adult beverages. Up to 40% of the Top 100 Chains now offer alcoholic beverages.

The full report can be purchased here for $195.

Atomic Ideas On The Baconization of America

What’s the secret to selling more stuff? Well, I think I’ve found it. It’s been right in front of me for all these years. You can see it in this Taco Bell commercial. It came out over a year ago and they’re running it again. It seems so true. The secret is bacon. Actually it’s the secret to selling more food, that is. If you’re going to sell food, put bacon on it. Practically everyone loves bacon, men and women. I admit I love it. (And for the few who don’t, they invented turkey bacon – some bad, some good).

This bacon strategy seems quite prevalent in most American cuisine restaurants. They’ll offer five different kinds of burgers and four will include bacon. Look at the salads and you’ll find a wedge of lettuce with Bleu cheese and bacon or a salad with grilled chicken topped with bacon. The other day I had a cup of clam chowder that included smoked bacon.

My 19-year old son now only eats pizza that’s loaded up with bacon.

I saw a kids' tv show and the characters dreamed of a bacon flavored chewing gum.

I went to a dinner party recently and we were served wild boar and baked beans (I know it’s not bacon but boar is part of the pork family)

The desire for bacon is there. And fast-food places like Wendy’s know it. Nine out of the 18 burgers on their menu include bacon, with the Baconator Triple leading the way with nine strips. Nine strips. Burger King’s Quad Stacker has six. The Hardees 2/3lb. Monster Thickburger has four strips. McDonald’s only significant bacon entrée is the Angus Bacon and Cheese with just three strips of bacon.

Not of alarming caution: not to burst any bubbles, but one of the biggest contributors of saturated fats to the American diet is bacon. (Have you been to your local swim club lately?) Though it tastes good, it’s not good for you, plain and simple. It reeks of fat and has an abundance of calories and is high in sodium. And bacon is often teamed up with other saturated fat donors. Example: Wendy’s Baconator Triple, (according to their own on-site nutrition guide) 1360 calories, 91g fat, 49g carb, 84g protein, 2490mg sodium – these are all high numbers for any meal. Of course, you must consider everything in moderation.

Yes, bacon is everywhere and no-doubt, so is the demand. So I’m thinking, as an advertising/marketer, maybe it’s time for a non-food, consumer product to team up with a food seller for a promotion. Like, “Cadillac’s Bacon Burger Bonanza” -where you’d get a free Baconator when you test-drive a Cadillac. Or perhaps, Target could have a “Bikini & Bacon Bash” – buy a bikini and we’ll throw in a pound of Oscar Meyer Super Thickcut Applewood Bacon. Ummm…

You do have to be careful when choosing a marketing partner - you’d think something like a “Prius & Prociutto Jackpot of Pleasure” would be a natural. Nope, most drivers of those fuel-saving hybrids are vegetarians. Now, “Bowling for Bacon”? –well, that does seem like a good match. Remember, make sure you know your market.

Like my friend Greg says, "Everything's better with bacon." Just don't go hog-wild. What do you think?