Burger King Corporation announced the debut of its new national broadcast advertising campaign. Entitled THE WHOPPER SAYS:, this new campaign marks the first effort of new advertising agency McCann-Erickson, targeting burger lovers.
"By giving the WHOPPER sandwich a personality and by incorporating this new tagline, our customers can make a real emotional connection to this great American icon," says Stefan Bomhard, senior vice president, marketing, Burger King North America. "We believe that emotional connection will translate into increased traffic to our restaurants and more WHOPPER(R) sandwich sales."
The introductory campaign, which will air nationally on network and cable television, consists of two :30 spots. The new campaign is designed to give the WHOPPER sandwich a personality that is entertaining, fun and confident. Through these spots, the WHOPPER sandwich offers its unique "wisdom" on life and what it means to a true fan of flame-broiling.
The ads also employ a new logo element and tagline. At the conclusion of each spot, a flaming crown emphasizes the flame-broiling which makes the WHOPPER sandwich king among burgers. This creative approach is further reinforced by a new tagline, "In The Land Of Burgers, WHOPPER Is King."
"We want to put the WHOPPER back on the pedestal where it belongs," says Eric Keshin, general manager and COO of McCann-Erickson New York. "Focusing on the WHOPPERwill have a positive effect for the entire BURGER KING system."
The ads feature different scenarios that depict the desirability of the WHOPPER sandwich among key demographic targets. One spot, entitled "Community Property," depicts three twenty-somethings enjoying take-out WHOPPER sandwiches at home. When one of the men gets up to retrieve more napkins, his two buddies pounce on his unguarded meal. Upon his return, he notices the remains of his burger and decries "That's so wrong," to which an all-knowing voice over replies: THE WHOPPER SAYS: "Any food left unattended is community property." The new tagline closes out the spot.
A second spot, "Anniversary," showcases a young man who has just received a lovely gift from his significant other. His co-workers comment on how loved he must be and how wonderful the gift smells, leading the audience to believe he received flowers, when in fact he received another surprise.
The voice of the WHOPPER may sound familiar, as it belongs to actor Patrick Warburton, better known for his role as David Puddy, Elaine's sometimes-boyfriend on the hit TV sitcom "Seinfeld."
McCann-Erickson was awarded Burger King Corporation's adult general advertising account for its U.S. business in January of this year. Burger King Corporation also retains the services of the UniWorld Group and Bromley Communications for its African-American and Hispanic advertising, respectively. UniWorld has been the agency of record for 17 years, while Bromley has been the agency of record for 11 years.