Burger King fragrance campaign stars Piers Morgan

Burger King has picked Britain’s Got Talent judge and former Daily Mirror editor Piers Morgan to star in a campaign for a meat-scented cologne.

Morgan will appear almost naked in the outdoor campaign to push the fast food chain’s latest brand extension, the “celebrity fragrance with a hint of flame grilled beef”.

He will be seen by a roaring fire with the strapline “the scent of seduction, with a hint of flame-grilled meat.”

The London-only campaign breaks today while the fragrance will be available nationwide in gadget and gift shop, RED5.

A viral of the campaign photo shoot will link to a dedicated campaign website www.firemeetsdesire.com

Point of sale cardboard cut outs of Morgan with the fragrance will appear in 19 Burger King restaurants located nearest to the Red5 retail outlets nationwide.

“Flame” launched in the US last year and, according to Burger King, sold out in four days.

The outdoor campaign was created by Crispin Porter + Bogusky while digital and PR campaign was led by Cow LLP. Media planning and buying was handled by Initiative.

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