'Save the Animals' offers the 4 million BK Kids Club members a chance to collect four full-color albums, each comprising 15 cards devoted to endangered animals. The promotion is backed by 30-second TV spots from Saatchi & Saatchi/N.Y., in conjunction with Miami-based NatCom. Alcone Sims O'Brien, Irvine, Calif., handles the Kids Club program.
The albums are the first of a two-phase campaign. When the restaurants stop handing out albums next month, BK will move the program from the restaurants to elementary schools.
Copyright Adweek L.P. (1993)