Burger King Ads Herald Onion Rings Option

Brandweek, Oct 19, 1998

MIAMI--Strengthening its "Have it your way" position, Burger King breaks national ads this week with three 30-second TV spots to support the addition of onion rings as an optional offering in its Great Tastes Menu. The spots, two via Ammirati Puns Lintas, N.Y., and one from Uniworld, feature: "Bootcamp;" a retro-spot in which actors sing a new verse to the "Hold the pickles, hold the lettuce...

jingle; and a traditional rendering. Local radio, promos also support. In "Bootcamp," a sergeant doles out tough orders but softens at lunch time when he talks to recruits about the option of onion rings. Tagline: "When you have it your way, it just tastes better."