BBC Worldwide – the BBC’s commercial arm – has struck a global deal with Burger King to promote the Walking with Dinosaurs TV series, but the promotion will not be advertised on TV in the UK.
The campaign will be supported with TV and radio ads for Burger King in some countries, but Walking with Dinosaurs (WWD) brand manager Josie Sekulin says the BBC decided against UK advertising because it must be “careful” to avoid accusations of commercialising its properties.
She says the corporation chose Burger King because it believes the fast-food chain is “more wholesome” than McDonald’s and has a strong brand fit with WWD.
Sekulin said: “Burger King has a better brand fit than the likes of McDonald’s – and it is slightly older than McDonald’s. WWD appeals to children, but not to three-year-olds. Burger King is less controversial – it’s more wholesome.”
The promotion will target children aged eight to 14 by giving away “dinosaur kits” with children’s meals in all Burger King’s global regions except the US, which turned down the offer. In the UK, it will include B-K’s 640 restaurants.
BBC Worldwide has so far sold about &£20m worth of WWD-related merchandise. It is thought the B-K tie-up could net the organisation profits of up to &£500,000. A WWD promotion has already appeared on Kellogg packs.