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.

Knowledge Bank

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