BK takes Arch action

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Burger King Corp. is unleashing a competitive strike against McDonald's Arch Deluxe with two new executions in its "Get your burger's worth" campaign that target McDonald's and go back to the flame broiling-vs.-frying theme. One spot shows a Whopper being built with the copyline, "McDonald's has been romancing you with a new burger." The tagline says there's "nothing like an old flame." The second spot says, "Some people fry burgers and try to pass them off as the Whopper. Pretty tasteless, huh?" A third commercial says "Some people say Burger King is crazy for selling a 99-cent Whopper. But its only for a limited time. So it's only temporary insanity." Ammirati Puris Lintas, New York, created the "Get your burger's worth" effort that broke in March and focuses on taste and value.

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