BK to launch 'Big King' burger

Published on .

Burger King Corp. is slated to announce Thursday the launch of a new burger called the Big King. The burger, with a special sauce, is aimed at McDonald's signature Big Mac and designed to give BK customers a burger option to the Whopper. National TV ads from BK agency Ammirati Puris Lintas, New York, are slated to break Sept. 1. A company spokeswoman said the burger is the first major entree for lunch and dinner the chain has introduced since 1990. BK officials, caught up in the national recall of possibly tainted ground beef from supplier Hudson Foods, nevertheless decided not to posptone the Big King's launch date.

Separately, Burger King has begun rolling out its new french fries, the fast food marketer's own version of Lamb Weston's Stealth Fry. A marketing campaign for the fry is slated for later this year. Two years in development, the new fries are said to stay crisper and hotter than the chain's current product.

Copyright August 1997, Crain Communications Inc.

Most Popular
In this article: