[Editor's Note: A technical glitch prevented the display of this story in yesterday's issue.]MIAMI -- Burger King Corp. has unveiled its new advertising campaign and refreshed marketing image, created to appeal to a broader audience than was served by its previous "King" character, with the first in a series of advertisements produced by its new agency mcgarrybowen.
In the first of many steps to reinvent itself over the next year, said the struggling fast-feeder has announced that it is dethroning what USA Today called the "creepy" King character and other [image-nocss] wacky, teen-targeting initiatives and is refocusing on a customer it had all but forgotten: Mom.
Burger King is latching onto the all-critical fresh-and-healthy-food factor, said the report.
"Call it the Whole Foods effect," Ron Paul, president of consulting firm Technomic, told the newspaper. Target's bragging about fresh food; 7-Eleven's touting it. "Fresh is it," he said.
"There was a time when price value was king," Robert Passikoff, president of Brand Keys, which surveys consumers on preferences, told the paper. "Now, healthy choice and quality drive the category."
Under new ownership, Burger King has yet another new CEO, marketing chief and agency.
"People want a reason to go back to Burger King," Alex Macedo, senior marketing vice president, told the paper. By spending the next year fixing the food, modernizing stores and updating its image, the burger chain will convince folks it is time to return, he said.
"There are no plans to bring the King back anytime soon," he added.
The new spot features the latest Burger King menu item--the California Whopper sandwich.
Available for a limited time only at participating Burger King restaurants nationwide, the new sandwich contains guacamole, melted Swiss cheese and bacon, together with the traditional lettuce, tomatoes, onions and a quarter-pound of beef. This West Coast-inspired sandwich can be purchased in the form of a Whopper or Whopper Jr. sandwich for a suggested retail price of $4.49 and $2.19, respectively.
"Our consumers tell us they love our great-tasting, high-quality food, and that's exactly what we're featuring in our new marketing and advertising," said Alex Macedo, senior vice president of North America marketing for Burger King Corp. "The combination of our flavorful food with mcgarrybowen's innovative thinking launches a strong, creative partnership that positions the Burger King brand for future growth," added Macedo.
National TV advertising begins August 20 and highlights the refreshing quality of the California Whopper sandwich by looking at each of its ingredients. The spot shows viewers the flavor combinations of avocados, tomatoes, and lettuce offset by fire-grilled beef.
Founded in 1954, Miami-based Burger King is the second largest fast-food hamburger chain in the world. The Burger King system operates more than 12,300 locations serving more than 11 million guests daily in 78 countries and territories worldwide. Approximately 90% of Burger King restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. In October 2010, Burger King Corp. was purchased by 3G Capital, a multi-billion dollar, global investment firm focused on long-term value creation, with a particular emphasis on maximizing the potential of brands and businesses.
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