Burger King brings royalty to the UK

Burger King is introducing its iconic King character from its US advertising to the UK market in a brand building initiative.

The initiative comes as the fast food company is bought by private equity firm 3G Capital in a deal said to be valued at $3.26bn (£2.1bn).

The King character will be used as part of the integrated campaign to launch Burger Kings new ‘Taste is King’ strapline. The campaign follows The King on a trek around the country and uses a cast of over 200 people in iconic locations, including Abbey Road and Hadrian’s Wall.

The company says that it is a departure from the chain’s usual product-led advertising. A teaser campaign depicting The King has been running in Metro and the 60 second television ad breaks on ITV1 on Saturday night during The X Factor. The campaign has been created by Crispin Porter + Bogusky

The King will embark on an experiential UK tour throughout September, visiting London, Birmingham, Manchester, Liverpool, Newcastle, Glasgow and Edinburgh.

The tour also ties in with the social media elements of the campaign, including a ‘Spot The King’ competition, geo-specific online banner advertising and Foursquare integration.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here