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CHICAGO Responding to consumers’ desire for healthier fare at fast-food restaurants, Burger King has introduced a line of low-fat, grilled-chicken sandwiches, which are scheduled to begin appearing in restaurants on Wednesday.
The three sandwiches, Santa Fe Chicken, Savory Mustard Chicken and Smoky Barbecue, will be served on freshly baked baguettes. Ads from WPP Group’s Young & Rubicam, New York, will be product focused, asserting that the flavor “comes from fire grilling, not from fat.”
One spot scheduled to break on Sunday takes a poke at BK rival McDonald’s with the line, “Secret ingredients are for restaurants that have something to hide.”
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