NEW YORK Burger King's carte du jour got a bit meatier with this week's addition of the quarter-pound Double Cheeseburger to the chain's dollar menu. The $1 promotion is set to run through March 31, 2010.
In conjunction with its dollar menu addition, the chain is launching a campaign that includes two TV spots, which began running Oct. 18. These promote the quarter-pound Double Cheeseburger as superior to its competitors, including Wendy's and McDonald's, in terms of quality and patty size. Crispin Porter + Bogusky is the agency.
BK plans to rotate in new spots through the promotion's March 31 end date. In-store signage will also tout the Double Cheeseburger's value over its rivals.
An online component will allow consumers to experience the menu with augmented reality banner ad technology. "After holding a dollar bill up to an activated Web cam, users will come to see one of several value menu products that are available for that amount," said Brian Gies, vice president of marketing impact for Burger King.
The quarter-pound Double Cheeseburger was added to the Burger King dollar menu after an 18-month test period that ran in more than 60 markets, including Atlanta, Los Angeles, Chicago and Orlando, Fla. "Through our extensive local testing we were able to generate positive sales results and strong consumer demand," said Gies. "We are looking to expand these positive results nationwide."
The ads follow a push from BK this summer to promote its Whopper Junior Dollar Menu item in response to competition.
See also: "BK Puts Celebrity Endorsement to the Test"
Nielsen Business Media