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A WIMPY A WIMPY HISTORyHISTORyAmerica born, Brtiain raised, and now based in South Africa. This retro diner chain hasmarked the childhoods of many. Inspired by the Popeye’s character, Wimpy’svivacious attempt in expanding the fast food market was bold and memorable. Though they did not choose to implement Wimpy Grills into their franchise, they marched to the beat of their own drum as they became Britain’s biggest burger chain restaurant, revolutionarizing the world of dining. They introduced many iconic dishes to the British eye, like the “Bender-in -a-Bun”, and their dining-in appeal made it a universal hang-out where anyone from whatever social class or background could enjoy the same burger. Each joint was unique, in decor and in atmosphereIn fact, most of Wimpy’s still-standing locations are at service checkpoints on highways; their role of uniting has survived with them. Your order is served on a plate, with table service; in fact, it was a popular place for families to teach children their table manners.The one thing Wimpy did not do is keep up with the times. Restaurants around Britain soon turned into Burger Kings and McDonald’s, as Wimpy collapsed under the competition. Though trying to match the new brand characteristics of fast foods, like mascots, Wimpy simply failed to deliver. It reached the point where the name ‘Wimpy’ merely means weak to the newer generation, and only the older ones are lucky enough to have lived during its glory days. Wimpy, however, has all the potential to set itself ahead and on top of its fellow burger chains, based on the quality and price of the food alone; not to mention the one-of-a-kind dining experience. A new reopening of the restaurants has given the brand an opportunity to nd its way back into the hearts of the public. But, this time, it needs more than nostalgia to succeed. A LITTLE A LITTLE PROBLEMPROBLEM

THE TARGET THE TARGET AUDIENCEAUDIENCENAME: Max Welder AGE: 35OCCUPATION: Marketing InternLIVING SITUATION: Rents an apartmentRELATIONSHIP STATUS: SingleMOTIVATION:Max knows a good time. He also knows a new time. He’s modern and tries to be on the “hipster” side of trends, sans the irony. He likes being succesful in his career but is more concerned with his social life and sports. He just wants to do what it takes to be interesting and relevant.EATING LIFESTYLE:He attempted but failed veganism, and tries to manage his diet to adult standards, but since he lives alone and shares no passion for cooking, he mostly gets takeout or orders food. This gives him a pretty broad and experimental pallete as he’s always on the hunt for new favorite places. He also enjoys going out to chain restaurants with his friends, like Nandos; some-times even preferring them over the pub!

BRITAIN ISBRITAIN ISA BURGERA BURGERThe United Kingdom is an internationally acclaimed melting pot of cultures. In fact, 40% of the UK’s top cultural gures are ethnic minorities that have migrated to the UK. This ranges from performers to beloved cricket players. Many are proud to call the UK their homeBut in the recent light of events, an uglier side of this patri-otism came to suriface, with racist debates abotu immigra-tion and split political disputes. It’s almost as if the United Kingdom as forgotten all about being united. But UK’s charm IS being divided. Beyond diversity; like the little inter-national debates about the correct order and ratio of milk and tea, or what football team is superior. Though they create tribes, they also unite the people of Great Britain, because no one else could relate to these debates so passionately, of course. Now, Wimpy has set the stage for what the UK knows as a ‘burger’. But the reason why the Wimpy burger resonated so well with the UK is because the sandwich reected the kingdom to perfection; a deliciously diverse union of nations held together by the buns of one united kingdom. The Wimpy burger reminds the UK why being united, de-spite any differences, makes the UK so much better. After all, you can’t have a burger with just bread and lettuce; you need meat, onions, tomatoes, sauce, and a pickle, if you’re feeling cheeky. While WImpy may not have much nostalgia left with its younger audience, it can certainly play an important role in reminding people of the unexpected greatness of uniting. A DIVIDEDA DIVIDEDKINGDOMKINGDOM

FEELINGTHINKINGSTRATEGYSTRATEGYAFFECTIVE MODELAFFECTIVE MODELINCIDENTALINCIDENTALIN-USEIN-USEFCBFCBRESULTSRESULTSThis campaign is all about national pride, nostalgia, reuniting, building bridges, and mending those that have fallen. This evidently positions the direction in the affective model, trying to position Wimpy as a high-feeling brand in order to iwn the hearts and the preference of hte target audience. As Wimpy tries to equal its biggest rival, Nandos, in importance, Wimpy will use it’s retro appeal and its relatable, quirky voice to channel those strong, positively-patriotic emotions. In doing so, it might even get seen as a brand-as-cause, trying to promote diversity and fairness, but authentically. Giving Wimpy a cause already makes it easier for the new audience, who would not have any nostaglia of the brand,to resonate with. Britain is a burger. Not just any burger. A Wimpy burger! Using the relatable debates that gave rise to the tribes in British culture, Wimpy will demonstrate that it’s the diversity that makes a burger great. Using a bright, tongue-in-cheek voice, the inspirational campaign “Reunit-ed Kingdom” will not only reunite the UK with its most beloved fast food old ame, but also with the idea of truly being united again. Beyond terrirories. The campaign will use the burger buns as a symbol for the United Kingdom, and its ller ingredients...well, that’s up to you! The campaign is exible enough to target the broad audience from print to outdoor stunts, to social media. It will even encourage them to step out of their “tribal” comfort zones and have lunch with someone they would be incompatible with, to really put Wimpy’s uniting power to the test. Make a new, unexpected friend, nd a new passion/interest.Properly satised hunger withouthurting your wallet too much.Patriotism, fun/banter, mind is opened up more to diversity,underrated food is appreciated.

SOLUTION 1:SOLUTION 1:STRATEGIC REASONSTRATEGIC REASONA simple print vizualization of the metpahor of ‘Britain is a burger’ will show a variety of “burgers” lled up with common debates; eg. the correct word for bread, the superior music icon, the better football club, and the correct way to serve tea (the drink, no the meal). They will be seen in a varitety of places, from bus stops to subway stations, with the #reunitedkingdom as a curiosity-evoking call to action, building excitement around Wimpy’s launch.The humorous and informal tone of the campaign comes off as unexpected in contrast with the other print ads out there. It can be likely photographed and get shared on social media as it can spark relatable debates between friends. Since my target audience is rather mobile, print is a valuable medium and it’s worth consid-ering. It will surely entertain when waiting forpublic transportation.

SOLUTION 2:SOLUTION 2:STRATEGIC REASONSTRATEGIC REASONThis is a stunt version of the previous posters. The text is a nod to Wimpy’s arch rival, McDonald’s and the wa modern fast food gets lost and seish amid all the possibilities of personalization. But it also highlights Wimpy’s strong view on being united. As poeple stand to look at it, they become the burger’s lling, demonstrating Britain’s diversity in live.As mentioned before, print is a valuable medium for this target audience. The fact that there’s a slight stunt involved might get it more attention, as the previous posters will become a pret-tyengrained and remembered pattern. It will be an ad that basically writes itself, resonating in real time with the audience.

SOLUTION 3:SOLUTION 3:STRATEGIC REASONSTRATEGIC REASONThe lling inside the burgers are so relatable that people might even want to make their own; one that directly reects what makes them diverse. But what if they don’t know? Using the Instagram quiz lter trend, people will be able to nd out what their Wimpy looks like, the ingredients shufing randomly in a burger result above one’s head. Quiz lters are a very popular trend for my target audience, re-gardless of how cheesy they may be; they always evoke a sense of curosity and even though people are aware that the results are random, they still test them out themselves. In fact, the random-ness of the results might add to the campaign’s humor in trying to expand people’s “tribe” circles; eg. a Manchester fan recieving a Liverpool lling instead.

SOLUTION 4:SOLUTION 4:STRATEGIC REASONSTRATEGIC REASONCarrying on the idea that the ller of the burger can relate to one’s diverse identity, Wimpy wants the audience to test out its power of uniting just about anyone and anything. Create your Wimpy burger through the microgame, and recieve a number. When you combine your number with a friend’s, you’ll recieve a % compatibility, which is also a discount code! The lowest compatibilities will recieve the higher Wimpy discount codes, urging unlikely friends to join for a Wimpy treat. This is a slight try-before-you-buy attempt; it’s a bold claim meant to create some form of creativity about the results. The customized burgers are ideal to be shared on social media with #reunitedkingdom, getting people to reach out to one another and to spurr unlikely friendships (something that my hightly social target audience is always open to).

WORK CITED BBC America. 2020. 10 British Insults Americans Won’T Understand | BBC America. [online] Available at: <https://www.bbcamerica.com/anglophenia/2013/02/10-british-insults-americans-wont-understand> [Accessed 14 May 2020]. the Guardian. 2020. Brexit Means Coronavirus Vaccine Will Be Slower To Reach The UK. [online] Available at: <https://www.theguardian.com/world/2020/mar/14/coronavirus-vaccine-delays-brexit-ema-expensive?CMP=share_btn_fb&fbclid=IwAR1D_Czzx-cGrkyn1VFUKYVCYuzXVIoSNWN1qk-SUkojOti4EEt8zfiDxSk> [Accessed 14 May 2020]. the Guardian. 2020. Ethnic Diversity Makes Britain’S Culture Great. It Would Be A Disaster If We Lost It | Akram Khan. [online] Available at: <https://www.theguardian.com/commentisfree/2019/jul/10/diversity-uk-britain-culture-arts-sport> [Accessed 14 May 2020]. Campaignlive.co.uk. 2020. How To Revive The Wimpy Brand On The Busy UK High Street. [online] Available at: <https://www.campaignlive.co.uk/article/revive-wimpy-brand-busy-uk-high-street/1448479> [Accessed 14 May 2020]. Newton, J., 2020. People Reveal What Americans 'Don't Understand' About The British. [online] Mail Online. Available at: <https://www.dailymail.co.uk/travel/travel_news/article-8078795/People-reveal-things-Americans-dont-understand-British.html> [Accessed 14 May 2020].