Watch video – Award winning Bromley BK spot credited with Whopper sales increase

Posted by Elena del Valle on April 9, 2008

Catarino Lopez, chief creative officer of Bromley Communications, LLC

Photo, video: Bromley Communications, Burger King 

Whopper Superiority “Extranjerismo,” a 30-second Burger King television commercial in Spanish, may be the reason Whopper purchases increased recently. Because the Whopper is a 50 year old product, Burger King and its ad agency consider the increases noteworthy. The ad was one of several entries recognized by the Miami Ad Federation in the Television, regional and national TV Silver ADDY category. Scroll down to watch the ad.

A project of Bromley Communications for Burger King, the ad aired January 2008 and February 2008 on MTVtr3, Fox Sports en Español, Discovery, Galavision, Mun2, Telemundo, Telefutura, Univision, and TV Azteca. The project took the team four weeks to create and three months to produce. The commercial itself was shot in one day and post-production lasted an additional month. Bromley representatives declined to disclose the project budget.

“We’re glad that our work for Burger King is recognized by the Miami AdFed and that Bromley’s creative presence in Miami continues to be established,” said Catarino Lopez, chief creative officer of Bromley Communications, LLC.

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The target audience was Spanish Preferred Hispanic males 18-49, particularly males who visit fast food hamburger restaurants nine or more times each month. The advertising agency noticed increases of 6 percent and 3 percent for Whopper Sandwiches and Whopper Combo Meals respectively in Hispanic designated restaurants during the two-month promotional period. The company also attributes an increase in overall Average Annual Restaurant Sales of 4 percent for the quarter to the commercial.

This year, the Miami chapter received 703 entries and presented awards to 336 of them. Jorge Ulla, partner and chief ideation officer, d expósito & Partners, LLC; Aaron Alamo, associate creative director, The Vidal Partnership; Martin Cerri, associate creative director, Grupo Gallegos; and Juan Domínguez, associate creative director, The Vidal Partnership were the judges for the awards. According to an ADDY spokesperson, the system in Miami does not differentiate between English and Spanish entries and the organization doesn’t know the exact number it received of each. In the past, about 50 percent of the entries have been in Spanish. 

The American Advertising Federation receives more than 60,000 entries annually and the ADDY Awards, one of the world’s largest advertising competitions. The American Advertising Federation, a not-for-profit industry association, conducts the ADDY Awards through its 200 member advertising clubs and 15 districts. The Miami chapter has 220 members.

The ADDY Awards is a three-tier system, with competition beginning at the local level. Local Gold ADDY winners automatically move on to the district-level competition. From there, Gold winners move on to compete at the national level.

Headquartered are in San Antonio, Texas, Bromley Communications is an integrated communications agency offering advertising, public relations and promotions services targeted to the Hispanic consumer. Bromley received 24 ADDY awards from the Miami chapter and 178 ADDY awards from the San Antonio chapter of the AAF.