Burger King has launched a marketing campaign highlighting its diversity and inclusion initiatives nationwide. The "Real People, Real Success" campaign shines the spotlight on BKC’s diverse employees, suppliers and franchisees. The first ad from the campaign appeared during the National Council of La Raza’s national conference in Miami (July 21–24), the premier event for Latinos, hosted by the largest Hispanic civil rights advocacy organization in the country.
With an initial focus on print, the campaign consists of a series of real-life testimonials of Hispanic, African American and Asian franchisees and suppliers. One ad–a stylized black-and-white portrait–highlights a Cuban-American businessman who began as a BK restaurant employee and now owns almost 40 BKs. Another ad showcases an African American businesswoman who is one of BKC’s largest suppliers. All the ads were designed to honor the diverse workforce and business partners who have made the BK system one of the largest quick-service restaurant franchises in the world.
The initiative was developed for BK by its Diversity and Inclusion agency, República.
