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Burger King is priming itself for the next century with a sweeping image overhaul, including store design, operations, logo–and eventually advertising–in a system-wide initiative to continue strengthening its core differentiation: flame broiling.
Completely new advertising is likely to come via lead agency Ammirati Puris Lintas in New York, but concepts are still not firm.
“If and when they give the green light, advertising will be a part of it,” said a source. “But we’re not there yet.”
The program, to be unveiled at a franchisees’ meeting in Reno, Nev.,
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