Perception Is Everything
Isnt ketchup all the same?
Burger King has been in the news recently purchasing Tim Hortons and decided to move their HQ to Canada to lower corporate taxes.
One part of the story that is missing is before their new 30 something year old CEO took over, Burger King tried to go upstream premium by putting their product in boxes. Burger King was the first to pride itself on having it your way…and was considered premium compared to the likes of McDonalds. Wendy's like Burger King went premium with its packaging earlier.
Whats funny and why I posted about Ketchup, is cause Burger Kings decided to streamline costs and the menu and actually went back to wrapping their burgers in paper vs boxes.
The ketchup I received recently seemed to have just caught up to the previous Burger King branding.
Guess the whole point of this post is that even on such a small thing as free ketchup that is considered a "commodity." Design and packaging made me take notice. Its reflects the brand. Makes me feel like I am getting something premium.
I appreciate the effort into the color, the logo and the packaging. If I had to choose, you know what packet I was going for.