Burger King Targets Youth in West

Looking to re-energize sales in the crucial youth market, Burger King is rolling out a regional advertising campaign in the West created by Odiorne Wilde Narraway & Partners and aimed at young adults.
The effort could lead to more regional work for the San Francisco shop in other parts of the country.
Burger King, based in Miami, has been struggling in the West and is looking to reverse the trend.
Jack In The Box and Carl’s Jr. have won shares of the youth market through budget menu items and demo-specific advertising.
OWN&P, which has youth-oriented clients like EA Sports, said it can bring the young crowd back to the home of the Whopper.
“It boiled down to having a couple of mavericks in the corporate structure who were willing to look at things differently,” said agency creative director Jeff Odiorne.
Odiorne said the arrangement arose from a chance meeting at a barbecue six months ago. Odiorne, who had just returned from speaking at a conference about marketing to youth, was talking to someone at the party about the agency’s work for young audiences. The partygoer hearing the conversation worked for Burger King. Odiorne soon got a call and a relationship evolved.
Over the next several months, the fast-food giant and the mid-size shop plotted how the restaurant could make a comeback in the West.
“We just think about how to sell more burgers every morning,” said planning director Keith McVaney.
The irreverent television campaign has two humorous spots in 15-and 30-second versions. Both end with the “Got the urge” national tag. Radio spots are faux newscasts.
The media budget for the Western campaign is at least $20 million, said OWN&P officials.
BK’s national agency is Lowe Lintas & Partners in New York.