Burger King makes Jan. 2 free-fry day

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Burger King Corp., Miami, will give away a free small order of french fries Saturday, Jan. 2, to all customers, no strings attached. The event marks the first anniversary of BK's national rollout of new french fries.

To tout the promotion, the nation's No. 2 burger chain takes a break from its on-going food and music advertising campaign and launches four new spots Dec. 28.

The TV commercials feature a frugal Scottsman named Jimmy. He decides to leave the bucolic splendor of his country for the U.S. to take advantage of the free fries. The spots, one :30 and three :15s, are from Ammirati Puris Lintas, New York. An Hispanic spot from Bromley Aguilar, San Antonio, also supports.

BK's ads typically are focused on food and popular music, with only rare appearances of live action. "This is a unique advertising treatment," a spokeswoman said. "We wanted to wink at our consumers and speak to them in a different voice."

Copyright December 1998, Crain Communications Inc.

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