NEW YORK Fast-food chain Burger King plans to increase its U.S. advertising spending, but not until next year, in order to communicate value offerings, marketing promotions and to support the launch of new “flame-broiled” fare.
“The company estimates between a 20 to 25 percent increase in its 2010 national media presence versus 2009 through the incremental allocation of restaurant-level funds to the national level coupled with the current deflationary media buy environment,” said Russ Klein, Burger King president, global marketing, strategy and innovation, in a statement. “We are confident that this increase will enable the brand to continue its record positive comparable sales growth trend.”
New products on the griddle include extra-thick burgers, bone-in-ribs, grilled fish sandwiches and new grilled chicken sandwich varieties. The chain hopes to “disrupt” the out-of-home eating market with these high-quality value offerings, according to a recent statement.
Burger King’s U.S. measured media spend (excluding online) in 2008 was $272 million, per Nielsen. For the first two months of this year, the company spent $46 million. The two-month outlay already ranks as a 30 percent increase over the same period in 2008.
BK operates more than 11,800 restaurants in all 50 states and in 74 countries worldwide.
Crispin Porter + Bogusky is the client’s lead agency and has of late fashioned numerous high-profile and sometimes controversial promos for BK.