Across The News

Burger King calls £12m UK agency review

Posted on: avril 14, 2011

After splitting with its global agency Crispin Porter & Bogusky last month, Burger King has signaled its intentions to roll-out its advertising on a regional basis by calling a separate pitch for its £12m ad business in the UK and Ireland.

Burger King, the world second largest fast food chain, contacted agencies last week with a request for information and a pitch for the local business is expected to take place after Easter.

 The US- based agency Crispin Porter & Bogusky was responsible for introducing The King, its 50-year-old US mascot, to the UK for the first time. A 60-second TV spot saw the King gathering people from around the UK and leading them to Burger King stores.  

Burger King has built a reputation in the Us for running innovative work such as the « Subservient Chicken » campaign, which allowed users to control a person dressed in a chicken suit, and « Whopper Sacrifice », which rewarded people with a free Whopper every time they « sacrificed » 10 friends on Facebook.

However, the company, which is listed on the New York Stock Exchange, had to face with advertising issues. Indeed, in 2006 the children’s advertising was banned and cost £100m in lost UK sales.

 Giorgio Minardi, the company’s head of North West Europe, in his first UK interview, said: « Advertising is a key part of our drive to get kids and families into our restaurants. It will have a major impact on our top line. »

More recently, another Burger King advertising campaign has been banned after complaints the chicken burger shown was bigger than the real thing.

 A misleading Burger King tendercrisp ad has been banned

Consequently, the brand and agencies will have to be careful and answer correctly to the audience demand in order to don’t reproduce the same mistakes.

 To finish, I am wondering… Do you really thing that advertising should show the real size, the real appearance or the real effects of its product? I mean, advertising have to sell dreams. If the entire product advertised is as in the reality, people will maybe not be so interested in it. For example, Axe (Unilever), shows in all advertising that its body spray smell so good that if you “get more”, you will “have more”. Should we ban those misleading advertising?


Axe commercial 2008

If Domestos’ products don’t clean and kill all the germs as in the advertising, should we ban it too?

Domestos commericial 2010


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