When advertising hurts a good burger

blanc

Kansas City locals know that Blanc serves up a good burger - possibly one of the best in the nation. That being said, this is not a commentary on their product or service. In fact, I hope to write in defense of that product despite the message soon-to-be advertised on the food network.

Blanc has a great reputation as people share positive stories and experiences word-of-mouth. And so there isn’t much need to broadcast traditional advertising. In fact, below are two TV spots that I believe are actually hurting their reputation more than building it.

spot 1 - soccer game

Blanc Burgers and Bottles

spot 2 - picnic

Blanc Burgers and Bottles 2

The shots are beautiful, well done, and communicate the Blanc experience as an emotional family event after a game and as a romantic picnic. But, those of who’ve eaten at Blanc surely know this isn’t true to the experience. Right?

I’ve eaten Blanc with friends and its good. With family and its good. The inside-out burger can be a little messy. The menu maybe a little pricey (in exchange for quality ingredients). The interior is clean, simple and modern with a bottle-filled bar. And ultimately, the Blanc message is simple: Go to Blanc to enjoy one of the best burgers around. Made with local ingredients.

The attempt to show the experience as a romantic picnic or a way to pick up a ‘convenient’ meal after the game (in the car) is false. The reality is that glass bottles, a fairly greasy burger, and fries aren’t fast food for kids in the car. And a romantic picnic in the park with truffle fries exchanged lovingly with a greasy kiss isn’t accurate either!

Overall, there’s a really interesting balancing act of product and marketing. Some products need advertising to boost their value. While other products actually market themselves. In this case, the brand should be the burger and the experience - marketing should have sat this one out.

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You’re currently reading “When advertising hurts a good burger,” an entry on Justin Powell | Interaction Design and Digital Strategy's blog

Published:: 08.16.10 / 12pm

Category:: Advertising, Branding, Marketing, Service Design, Strategy

About

Justin Powell provides interaction design and digital strategy services in Kansas City. He is currently pursuing a MA Interaction Design from the University of Kansas. Justin enjoys solving complex business problems with design thinking methods. A portfolio sample of his work can be found at www.justinpowelldesign.com.

justin 08.16.10 / 12pm

Reading this again, I should summarize by saying its the unauthentic representation that I believe is damaging. The spots are really well done visually. The burgers taste great. The advertising just isn’t true to the experience.

“To thine own self be true” - Polonius

Ramsey Mohsen 08.16.10 / 11pm

My initial reaction to watching the videos, was that they weren’t real. The first video, “soccer practice” almost seems like at any moment it was going to cut-away and reveal “we’re just joking.” I’m in agreement with you that this is misaligned with the actual experience you have at the restaurant. The messaging take-away falls in the middle. Which resulted in confusion for me. I didn’t know if I was supposed to laugh or find it emotional. I just didn’t understand what was going on.

I don’t think broadcast advertising is bad for blanc. But I agree with you, these 2 TV spots likely are just causing confusion and clutter in the brand positioning for anyone familiar with the restaurant. More importantly, the expectation it sets is false from the reality. Which could be jarring for new customers that visit because of this TV spot.

Blanc still remains my favorite burger joint in Kansas City. Period. But these TV spots are misaligned and confusing. I would pull these from running in efforts to not cause any confusion with the positioning of the brand.

Jeff 08.17.10 / 12pm

I disagree completely. I think you are reading too much into it.

It seems to me the spots are showing that Blanc is: a) family friendly, and: b) appealing to a young crowd. In my few meals there I have found both of these to be true.

As a loyal patron, I did not find these ads to turn me off.

justin 08.18.10 / 1pm

Ramsey, several individuals I interacted with saw the spots very similarly - asking themselves, are these for real?

Jeff, I think your points are valid conceptually. A) Blanc is family friendly and B) Blanc is appealing to youth. The issue is that the spots depict a false reality. So, the expenses of a shoot, talent, styling, production, and media are perceived as a waste of money because of such. This is a ‘turn off’ to those who understand the industry and are passionate about authentic branding.

Imagine if Oklahoma Joes BBQ (another local establishment) created a polished TV spot depicting a family friendly take out dinner or a trendy picnic outing. The same rules apply 1) it wouldn’t be true to the experience (bbq at a gas station) and 2) TV is an unnecessary marketing tactic to a word-of-mouth / reputation-based establishment. In fact, wouldn’t it do more harm than good?

Clayton Snodgrass 08.19.10 / 9pm

I agree with you, Justin. The Blanc experience is about a sloppy, decadent feast, not precious moments with my lady-friend.

When advertising hurts a good burger

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