MIAMI — Burger King Corp. (BKC) has announced that beginning June 5, U.S. restaurants will be open until 2 a.m. or later, Thursday through Saturday.
To support the extended-hours announcement, BKC will launch the next phase of its partnership with music and fashion mogul Sean "Diddy" Combs, via a new television advertising spot, "Diddy's Way."
The spot was directed by acclaimed director, producer and actor Spike Lee, and features Diddy discussing the late-night strategy with an actor playing Burger King's CEO. Upon Diddy's announcement, "BK is open late," crowds of guests rush to Burger King restaurants for late-night dining.
BKC first announced its partnership with Diddy in October 2006 as part of a multi-year campaign.
In addition to the ad, Burger King Corp. will promote its extended hours through an aggressive grassroots outreach campaign this summer in select key markets.
