Advertising Industry
Industry: Email Alert RSS FeedFor the record.(Burger King Corp.; Lowe and Partners Worldwide)(Brief Article)
Advertising Age, March, 2001
New Burger King pitch touts Whopper as `king' Burger King Corp. hopes to reclaim its title as ``king of the burgers'' with an adult-market campaign set to break March 5. As the crown jewel of the Diageo unit's $400 million marketing budget, this first effort by new agency Interpublic Group of Cos' McCann-Erickson Worldwide, New York, carries the tagline ``In the land of burgers, Whopper is king.'' Burger King is trying to wrest the burger crown from McDonald's Corp. in a highly saturated and challenging market. Burger King's same-store sales in the second half of 2000 fell 6% globally and 7% in the U.S., though the chain said the sales decline has been less steep in the first two months of 2001. The new slogan was first reported on AdAge.com. Lowe puts Hammersley in new...
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