BK Promotes New Chicken ‘Wich

With its launch last week of the Chicken Baguette, Burger King is putting on a new face. The makeover includes a twist on the tagline, “The fire’s ready,” with two print ads that use the headline, “Flavor from fire-grilling … not from fat.” Four new TV spots—the first of which broke yesterday—from WPP’s Young & Rubicam in New York focus on food products. Future spots will star well-known chefs such as Rick Bayless. BK is putting “tens of millions” behind the ads, said CMO Russ Klein.