Burger King Boasts Breakfast Menu


Burger King is looking to take a bigger bite out of the breakfast category with a new ad campaign targeting early risers.

A 60-second spot, introducing the tagline, “Burger King for breakfast? Yes, there’s such a thing!” begins this Sunday, and shows an assembly of consumers marching to the chant. It opens with one worker announcing that he’s going to “go to Burger King” as soon as his alarm hits 7 a.m. As he makes his way to the fast feeder, people from all walks of life join the man, including a businessman, mailman, flutist, jogger and even a parachutist.

BK, which is in the midst of being acquired by investment firm 3G Capital, is launching the breakfast ad onslaught in hopes of snagging market share from McDonald’s—and other rivals—that currently dominate the breakfast fast-food category. Compared to McDonald's, BK currently has very low awareness in the breakfast segment, but it sees an opportunity for growth, said Leo Leon, BK's vp of marketing impact.

Part of the challenge lies in the name. "Burger King has breakfast? Don’t they just do burgers?" Leon said of a common consumer perception. The other factor is BK's lack of extensive marketing behind its breakfast menu in recent years, he added.

All that is about to change. Starting next week, the chain will launch five additional spots—running over an 11-week cycle—that introduce consumers to each of its nine new breakfast menu items. The spokespeople in the ads are the characters from the initial spot.

“Everyone who joins the march has a story about why or how they [joined] it,” said Leon. He said the upcoming ads center on why each character “fell in love” with certain BK breakfast foods. For example, the flutist will pitch the Breakfast Bowl; the mailman will tout the Ultimate Breakfast Platter; and the jogger will talk about his love for its new Mini Blueberry Biscuits.

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