Agency: Crispin Porter + Bogusky
Client: Burger King
Royalists up and down the country will be smiling today as Burger King’s iconic King arrives in the UK market.
The cool character, known primarily for his quirky sense of humour and somewhat eerie presence, will be used as part of the integrated campaign to launch Burger King’s new ‘Taste is King’ strapline.
Kicking off with specially devised teaser advertising depicting The King in the Metro, the campaign will run throughout September on television, outdoor and online.
A 60 -second ad, devised by Crispin Porter + Bogusky, is a clear departure from the product-led advertising Burger King has been known for until now.
Following The King on his trek around the country, the advert uses a cast of over 200 people and is set in iconic locations around the UK including Abbey Road and Hadrian’s Wall.
To celebrate his arrival on British soil, the King will embark on a direct-to-consumer UK tour throughout September, visiting London, Birmingham, Manchester, Liverpool, Newcastle, Glasgow and Edinburgh.
Residents in these cities will be encouraged to ‘follow The King’ in exchange for great offers and discounts at their local Burger King restaurants.
In addition, the tour also ties in with the social media elements of the campaign, including a ‘Spot The King’ competition, geo-specific online banner advertising and Foursquare integration.
“Producing superior tasting products has long been our passion at Burger King, and this high-impact activity is sure to get everyone talking from Land’s End to John O’Groats,” said Marketing Director of Burger King in the UK and Ireland, Sarah Power.
“The popularity of The King in the United States and other European markets means we’ve got quite a lot to live up to, but we’re looking forward to the challenge.”