No. 2 Burger Chain Debuts New Sandwich With April Fool's Ad

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CHICAGO (AdAge.com) -- Eager to change the pecking order in the competitive fast-food chicken arena, Burger King Corp. is spending roughly $30 million to $35 million on a five-spot campaign for its national Chicken Whopper launch, according to executives with knowledge of the effort.

To take advantage of the April Fool's day launch, the No. 2 burger chain took out a full-page ad in USA Today to say it has changed its name to Chicken King for a day.

Three general market spots from Amoeba, Santa Monica, Calif., back the broiled breast fillet sandwich roll out.

One spot that broke March 31 features a cluster of chickens clucking Burger King's "Hold the pickles..." theme song. Two additional spots with people acting like chickens will follow and run through the end of the month.

In addition, the Diageo chain will run two spots targeting minorities. An African-American spot from WPP Group's Uniworld, New York, stars actor/comedian Steve Harvey, while Bcom3 Group's Bromley Communications, San Antonio, created the Spanish-language commercial.

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