Where's Herb?

Where's Herb? was a marketing campaign launched by the American fast food company Burger King in the mid-1980s. The campaign centered around the mysterious character Herb, who was described as a man who had never eaten a Burger King Whopper before. The promotion was designed to increase customer engagement and drive traffic to Burger King restaurants by encouraging people to visit in hopes of spotting Herb. The campaign is often remembered for its unique approach to advertising and its impact on 1980s pop culture.

Background

In the 1980s, Burger King was looking for innovative ways to compete with its main rival, McDonald's. The fast-food industry was highly competitive, and companies were constantly seeking new marketing strategies to attract customers. In this context, the Where's Herb? campaign was developed as a way to create buzz and intrigue around the Burger King brand.

Campaign Details

The Where's Herb? campaign was launched with much fanfare. Herb was described as an average man who, for some reason, had never tried a Whopper, the flagship burger of Burger King. The campaign teased the audience with glimpses of Herb, without fully revealing his identity. Customers were encouraged to visit Burger King restaurants and say, "I'm not Herb," to receive discounts on Whoppers. Additionally, if a customer identified Herb in a restaurant, they could win a cash prize.

The campaign included television commercials, print ads, and in-store promotions. Despite the initial excitement, the campaign eventually faced criticism for its confusing rules and the anticlimactic reveal of Herb, who turned out to be a rather unremarkable character.

Impact

The Where's Herb? campaign had a mixed impact on Burger King's business. While it succeeded in generating significant media attention and public curiosity, the campaign did not translate into a sustained increase in sales. Critics argued that the promotion focused too much on the character of Herb and not enough on the food itself. However, the campaign remains a notable example of 1980s advertising and is often cited in discussions of marketing strategies from that era.

Legacy

Despite its mixed success, the Where's Herb? campaign has left a lasting legacy in the world of advertising. It is remembered for its bold concept and serves as a case study in the risks and rewards of unconventional marketing strategies. The campaign has been referenced in popular culture and is often mentioned in retrospectives of memorable advertising campaigns.