News
Burger King names new agency for youth, family advertising
June 23, 2010
Burger King is switching to a new advertising agency of record for its youth and family marketing business.Integrated marketing agency based Pitch Inc., which has served as promotions agency of record for the chain since January 2008, will take on the role effective July 1.
"We have worked with Pitch for several years in a variety of capacities and have been extremely pleased with their work. We believe Pitch is an agency partner with fresh thinking that understands our brand and the goals we are trying to achieve with the youth and family market," said Mike Kappitt, recently appointed BKC's CMO, North America, in a news release. "Pitch has been an integral part of the Burger King family, and we look forward to this new chapter in our partnership."
The relationship between the two companies has yielded many successful marketing campaigns, including tie-ins with Summit Entertainment's The Twilight Saga: New Moon and Eclipse films and Marvel's Iron Man 2. Pitch is currently leading the planning and development for BKC's upcoming fall promotion with Microsoft's Kinect for Xbox 360.
In its expanded role, Pitch will continue to utilize its skills as a hybrid creative group and idea think tank to deliver comprehensive advertising strategies and executions for the Burger King brand's youth and family consumers.
"We love to think about our clients' challenges strategically, creatively and holistically," said Jon Banks, principal at Pitch, "and we are thrilled to expand our partnership with Burger King to include advertising for its youth and family target."
Burger King's advertising received criticism from several fronts last year, including parents who complained about an adult-targeted ad featuring SpongeBob SquarePants and a remix of "Baby Got Back" to promote a kids' meal special.
According to the Media Decoder blog, Pitch will replace Campbell Mithun, part of the Interpublic Group of Companies. Burger King did not disclose spending for the assignment, but at one point, it was estimated at $80 million.
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