Where's Herb?

Where's Herb? The story of a flop



One of Burger King's biggest and least successful ad campaigns was launched in 1985. For weeks via in-store ads, billboards, and television commercials, it teased its customers with the enigmatic "Where's Herb?" slogan. Eventually it clued its customers in to be on the look out for someone named Herb. If you spotted Herb, you would win $5,000. Alas, Burger King failed to tell its customers what Herb actually looked like. That was the other part of the gimmick, see. Keep them guessing. Create "buzz" by having people debate each other what Herb actually looks like.

The net effect of asking its customers to find Herb -- but not telling anyone what Herb looked like -- was that Burger King caused its own customers to harass each other in its stores.

Burger King blew $40 million on an ad campaign that only managed to drive off customers. The burger company's sales plummeted during the campaign. Advertising Age magazine labeled the "Where's Herb?" campaign the "most elaborate advertising flop of the decade". Other advertising insiders have more charitably called it "simply one of the greatest fiascoes in the history of advertising."