The product launch marks the first nationwide promotion between the two brands, which are both owned by Warren Buffett and 3G Capital, since McDonald’s ended its exclusive global tie-up with Heinz last October citing its links to Burger King.
Satisfries debuted in the US last September with a high-profile campaign claiming the crinkle-cut French fries contain around 30 per cent less fat than its “main competitor”. Burger King is likely to adopt a similar strategy for the UK rollout.
Heinz is supporting the product launch with a PR push to promote the debut of its Tomato Ketchup Reduced Salt and Sugar variant at Burger King restaurants. It is being promoted in-stores alongside the Satisfries and will be rolled out to 1,800 of the chain’s restaurants across Europe.
Lucy Clark, European senior brand manager at Heinz, says the move aims to reinforce both brands’ commitment to offering healthier alternatives. Burger King and Heinz are signatories to the Government’s Responsibility Deal and will be hoping the initiative helps bring their efforts to curb obesity rates in the UK to the fore.
Clark adds: “Both are founded on the same principle of offering a healthier alternative without compromising on taste. Furthermore, Heinz Tomato Ketchup is an integral accompaniment to a portion of French fries, so as Burger King’s health conscious menu diversifies, it is important we introduce our long standing reduced salt and sugar offering simultaneously.”
Burger King is banking on Satisfries to help revive its global image following a string of advertising changes that have seen it split with its lead agency mother and axe its “Burger King” mascot in recent years.
Promotions to date for Satisfries and the wider Burger King brand have not featured Heinz’s products.
A deal between Burger King and Heinz was seen as the next logical step by financial analysts following McDonald’s decision last year. Marketing tie-ups, distribution deals and cost efficiencies were cited at the time as the main reasons the corporate cousins could unite.
Burger King and Heinz were unable to provide further details on the venture by the time this article was published.