BK fries get $70 million launch

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Burger King Corp. is calling the $70 million launch of its new french fries the biggest ad expenditure in its history. TV ads break Dec. 15 with the tag, "The taste that beat McDonald's fries." A general- market TV spot from Ammirati Puris Lintas features a Claymation Mr. Potato Head at a press conference announcing the new fries. A Hispanic spot from Bromley, Aguilar & Associates includes the first original Claymation created for a Spanish-language ad, BK said. A spot for African-American consumers from UniWorld Group features Isaac Hayes crooning with Mr. Potato Head. The launch includes a free fry giveaway Jan. 2, and five weeks with a different Mr. Potato Head toy in BK's Kids Meals starting Jan. 5.

Copyright December 1997, Crain Communications Inc.

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