- Elaine Wong, Brandweek

NEW YORK  At a time when consumers are spending more at the pump and eating out less, McDonald's and Burger King are reinforcing their value messages.

Beginning Sept. 1, McDonald's will debut five new ads. The first of the spots, "Hip Pocket," plays up the value factor with phrases like, "Fresh flavor with change to spare. I do love the sound of a tasty deal."

Another ad, called "Can't Wait," opens with a student walking into the study hall of a library and placing two Egg McMuffins on the table. He eats one, looks at the other temptingly, and gobbles it down before his study mate arrives. It promotes McDonald's two for $2 Egg McMuffin offer.

The new wave of McDonald's ads breaks the same day that Burger King is rolling out its "Reverse pickpocket" campaign. Ads airing Sept. 1 show the King putting money back into consumers' wallets. The ads promote Burger King's latest addition to the BK Value Menu, its new Cheesy Bacon and Spicy Chicken BK Wrappers which retail for $1.39. MDC's Crispin Porter + Bogusky, Miami, is the agency.

The new ads come at a time when consumers need the message most, said Ron Paul, president of food industry research firm Technomic, Chicago. "People are looking for ways to save money on things they buy. They can't control the price of gas or heating oil or how far they have to drive to work. But if they can save money where they have some discretionary income to spend, then this is a great way to do it," he said.

The new McDonald's advertising will run through Feb. 28. Moroch, Dallas, McDonald's agency for breakfast advertising, created the spots.

McDonald's spent $770 million on media last year, per Nielsen Monitor-Plus. Burger King doled out almost $260 million.

The recent spate of value advertising is indicative of what is to come, Paul said. "You'll continue to see a lot of value messages out there," he said.