Burger King's new Whopper takes spotlight away from The King

Aug. 21, 2011

Burger King has a new message and it's not being communicated by The King. The company's new agency mcgarrybowen has launched its first ad, focusing on the new California Whopper.

Burger King's objective after parting ways with longtime agency Crispin Porter + Bogusky in March was to shift its marketing approach to showcase its food. Crispin Porter + Bogusky is credited for creating some of BK's most unusual campaigns such as The King and Subservient Chicken.

The new ad, featuring the new California Whopper, was created to fit a new focus on food and to appeal to a broader audience.

Available for a limited-time only at participating restaurants nationwide, the California Whopper includes creamy guacamole, melted Swiss cheese and crispy bacon joined together with the signature burger's traditional lettuce, tomatoes, onions and a quarter-pound of fire-grilled beef.

This West Coast-inspired sandwich can be enjoyed in the form of a Whopper or Whopper Jr. sandwich for a suggested retail price of $4.49 and $2.19, respectively.

"Our consumers tell us they love our great-tasting, high-quality food, and that's exactly what we're featuring in our new marketing and advertising," said Alex Macedo, senior vice president, North America marketing, Burger King Corp. "The combination of our flavorful food with mcgarrybowen's innovative thinking launches a strong, creative partnership that positions the Burger King brand for future growth."

National TV advertising began Aug. 20 and highlights the quality of the California Whopper sandwich by taking an up-close and personal look at each of its ingredients.

Check it out here.

Read more about marketing campaigns.

Topics: Burger/Steak/BBQ , Food & Beverage , Marketing / Branding / Promotion

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