You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract VEGGIE-BURGER RIVALS FOLLOW THE LEADER ON ADS: WORTHINGTON, BOCA BURGER PLAN EFFORTS TO BUILD MARKET SHARE By Hillary Chura, Published on May 24, 1999 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.