'Haters gonna hate': Burger King's CMO explains the strategy behind its edgy marketing approach

Burger King

• Some may dismiss Burger King's whacky ads as stunts, but it doesn't bother its global chief marketing officer Fernando Machado.

• "I need to stand out, we need to stand out as a brand," he told Business Insider in a recent interview. "So haters gonna hate."

• The fact that Burger King is not afraid to take risks also helps it attract the best creative talent, Machado said.

Whether it's releasing a quirky ad that hacks the latest new technology or throwing shade at a competitor, Burger King isn't one to sit on the sidelines. 

The burger chain has carved out a name for itself as a lit brand that comes out with campaigns that are funny and self-deprecating — snagging several awards along the way.

And while some may dimiss them as marketing stunts, it doesn't bother its global chief marketing officer Fernando Machado.

"It doesn't bother me because doing something different will always raise some eyebrows, and we are always trying to do something different. Why go for the status quo when I'm not the largest brand in the pack?," he said in a recent interview with Business Insider. "I need to stand out, we need to stand out as a brand. So haters gonna hate."

Burger King also doesn't shy away from ideas that may be considered a bit risky or out there, Machado added, because it has a legacy to live up to. The brand has notched some iconic marketing campaigns under its belt over the years, from Whopper Sacrifice to Subservient Chicken.

"We have a legacy that we carry with us," he said. "People expect the brand should talk with a certain tone of voice that's fun, engaging, sometimes self-deprecating."

But it's not all fun and games. Burger King also likes to have a take on issues that sync with its values as well as matter, be it speaking out against bullying, net neutrality or LGBTQ rights. 

"We are the brand that puts the crown on everyone's head, the brand that allows you to have it your way, which basically means respect for the individual," Machado said. "So, when we find an idea, or a cause, or a topic that we feel we can play a role in a positive way, why not?"

Burger King is always striving to push creative boundaries, Machado added, even if that means that it has to pick some fights internally and push it through. Ultimately, that helps it attract the best creative talent, Machado said.

"The thing that probably frustrates a creative team the most is when they have a great idea that doesn't get executed," he said. "So because they know that we execute good ideas and we are willing to pick up the fight to make it happen, they end up flocking, like we attract those people and the type of agencies that have the same high creative ambition."

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