Lowe Lintas is launching a major TV campaign for fast food outlet Burger King. It will promote a five day”two-for-the-price-of-one” deal for Burger King’s flame-grilled Whopper.
The commercial features Burger King character White Van Man winning a marathon to make the most of the Whopper offer.
The TV advertising, which breaks on January 9, is part of Burger King’s price war with fast-food rival McDonald’s.
McDonald’s tried a similar two-for-one deal with its Big Mac early last year, but some outlets had to close because demand was eight times higher than normal.
The company took out full-page national and regional newspaper ads to apologise for the stock shortfalls.
Burger King claims that the £1m “Fill-ennium” “two-for-the-price-of-one” giveaway is its biggest promotion to date.
The Diageo-owned chain expects to give away 2.5 million burgers when the promotion starts on January 10.
Anticipating a surge in demand, Burger King bosses claim to have ordered 1.25 million lbs of beef. They have also prepared extensive back-up food delivery systems.
UK marketing director Lorraine Thomson says: “This is the first in a calendar of initiatives designed to exponentially build the brand.”