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).

Recommended

Seasonal popularity contest

Marketing Week

Christmas starts earlier, and gets more stressful, with each passing year, but sympathetic in-store messages can transform the experience – and stop the drift to online shopping. At the risk of sounding Scrooge-like, it’s that time of year again. Except that that time of year now lasts a full quarter. While shopping in Sainsbury’s in […]

Chiefs quit at Cadillac as UK office is scaled back

Marketing Week

Cadillac and Corvette Europes UK managing director Malcolm Wade and head of marketing Alastair Welham have left the company after their roles were scrapped.
Wade, a former Volvo marketer, was appointed to launch the marques UK office in April last year (MW April 14, 2005), and Welham joined in the marketing role three months later (MW July 20, 2005).

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

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

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now