Burger King seeks regal positioning

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Burger King Corp., planning to focus on the Whopper, is asking the six finalists in its $400 million creative review how to make it truly king of the burger. Contenders will make presentations the week of Oct. 23, with a decision possible by yearend. The chain believes its image has been clouded in recent years by focusing on a number of other products, an executive familiar with the review said. Finalists are Campbell Mithun, Minneapolis; Publicis & Hal Riney, San Francisco; and New York agencies Grey Worldwide, McCann-Erickson Worldwide, Saatchi & Saatchi and incumbent Lowe Lintas & Partners Worldwide.

Copyright October 2000, Crain Communications Inc.

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