BK Takes Choice Message To Kids

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APL Spot Eschews Free Gifts, Plays on Youngsters’ Desire for Control
NEW YORK–Burger King uses the idea of freedom of choice, not toys, to woo kids in a new spot from Ammirati Puris Lintas.
The chain is hoping kids’ desire for more control in their lives will lure them to burgers made to order, BK’s core equity, and (for now) the differentiating factor between it and rival McDonald’s.
Andy Bonaparte, director of advertising for BK, said the spot marks the first time that “choice” has been leveraged to attract kids, who have typically been targeted with offers of plastic trinkets.
Breaking July 6 is a 30-second spot laden with sight gags that encourages kids to decide what to eat for themselves.






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