The Home of the Whopper is about to talk about everything but the classic burger.
In a campaign announced today, Burger King will use a host of expensive celebrities, including Jay Leno, David Beckham and Steven Tyler, to push salads, chicken snack wraps, smoothies, frappes and other menu additions in the hope of climbing out of a prolonged slump. If the menu expansion sounds familiar, it's because it is : McDonald's has offered many of these choices for years.
That's partly why Burger King is making such a splash with its launch, described as the biggest menu expansion in the chain's 58-year history. "The platforms themselves have been out for quite a while," senior VP-North America Marketing Alex Macedo told Ad Age , making a vague reference to his competitors. "The big challenge is how do you really grab people's attention? And most of all, how do you get them to taste the product?" he said. "We chose celebrities to get people's attention faster and to show the diversity that we have with our brand."
The agency is Mother , New York, which Burger King only recently added to its roster. The fast feeder also works with Dentsu's McGarryBowen, which came onboard last summer, replacing MDC Partners CP&B. Mr. Macedo said Burger King considered ideas from all its roster agencies, choosing Mother 's work because it liked the way the agency used celebrities in the spots, keeping the food as the star.
The campaign is a big get for Mother . Multiple spots will be backed with what Mr. Macedo described as the marketer's "biggest and most comprehensive media push," although he declined to detail spending. Burger King is also still working with McGarryBowen."Nothing changed really," Mr. Macedo said. "We have a great roster of agencies collaborating. Part of the reason for going to a roster of agencies [is ] we just have so much ... in the pipeline right now." But when asked what McGarryBowen is working on, he declined to provide details.