See the Spot: BK Latest Burger Chain to Reformulate Fries

In Spot From McGarryBowen, Food Is Once Again the Hero

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Advertising Age Player
Courtesy of Burger King Corp.

Instead of battling over beef, burger chains are fighting with fries. Both Wendy's and Jack in the Box last year revamped their fries, and Burger King today announced its new fries. Even McDonald's, though it did not introduce new fries, has been advertising its fries, touting them as the best on the planet.

BK said that the new fries -- which are described in a press release as having a "thicker cut of potato" that "gives each bite more fluffy, potato flavor on the inside and crispy, golden-brown deliciousness on the outside" -- will be available at most BK restaurants across North America by Dec. 5.

Advertising for the fries begins today, and on Dec. 16 the chain is offering a free value size of fries, with no purchase necessary. The 15-second ad above is the latest interim ad by BK's agency, McGarryBowen. A campaign overhaul is expected in 2012.

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