Burger King aims for premium market with ‘top quality’ Angus

Fast-food chain Burger King is taking on the premium end of the burger market with the launch of a new gourmet product made from 100% quality Aberdeen Angus beef.

The flame-grilled burger, which is called “The Angus” and costs £3.29, will be rolled out across the UK and Republic of Ireland. It is expected to be launched in other markets if it proves successful.

Giorgio Minardi, vice-president for Burger King’s North-west Europe division, says it plans to position The Angus, which contains 560 calories, as a “quality” rather than a nutritionally superior product.

It claims its new offering is “unique” as the only burger produced by a fast-food restaurant to gain accreditation from the Aberdeen Angus Cattle Society, which monitors the quality of the beef.

Burger King senior marketing director David Kisilevsky says it has been working to develop the product over the past six months in response to the growing trend towards the “premiumisation” of the food market.

It will support the launch with a national TV and outdoor advertising campaign from November 1. It will be part of the “Have It Your Way” umbrella branding campaign.

The creative work follows on from its recently launched “Manthem” ad, created by US ad agency Crispin Porter & Bogusky, as part of a marketing drive for its Double Whopper burger.

Last week Burger King revealed it would stop making ads targeting children and no longer advertise during kids’ TV programmes in the UK from the end of this year, ahead of Ofcom’s ruling on “junk food” being advertised to children (MW last week).


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