The fast-food chain is launching a TV and outdoor campaign this week that focuses on the restaurant’s “unadulterated taste” made famous by its Whopper range.
Burger King UK and Ireland marketing director Sarah Power says: “We want to remind customers why they love Burger King and its burgers. With slogans such as ‘substance over style’ and ‘taste is king’ we are looking to make a real brand impact and attract customers as they do their festive and New Year sales shopping.”
The TV ad has been created by Crispin Porter & Bogusky and will run throughout Europe. It shows a restaurant stripped of all its fixtures, except the Whopper, to signify the burger’s “unique flame-grilled taste”.
The TV ad will be backed by a UK-specific billboard campaign showing a burger, which will change every week to show bite marks in the burger. The aim is to reassert the TV campaign slogans and make customers desire a Whopper.
Power adds: “We want to set ourselves apart from our competitors and make our burgers the food that hungry customers really want.”
Last month, Burger King’s global chief marketing officer, Russ Klein, stepped down from his position following a leave of absence. The restaurant, along with KFC, McDonald’s, Subway and Wimpy, have pledged to take further steps to provide healthier products.