In its new Whopper Freakout online and TV ad campaign, Burger King is successfully driving customer loyalty by depriving customers of its flagship burger, the Whopper. Coinciding with the Whopper's 50th anniversary, the ads showed what happened at two Burger King outlets in Nevada when customers were told the Whopper had been taken off the menu. What do you think of the value of deprivation research as a marketing tool, as well as its use in a commercial?

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