Never mind all that fast-food fat factory backlash you may have heard about. The King is in his counting house, and he's not counting his cholesterol, he's counting the layers of beef, bacon and cheese in BK's new line of Stacker sandwiches. And hold the lettuce because it upsets us, OK? "We're satisfying the serious meat lovers by leaving off the produce and letting them decide exactly how much meat and cheese they can handle," says BK chief concept officer Denny Marie Post.
Crispin Porter + Bogusky offers a build-'em-big conceit to support this calorie load, with TV spots featuring midget construction workers, who are also sold as a set of tiny figurines (see the PDF). Yes, Vin the Foreman, the Kid and the Cheese Welder can be yours, via a direct response TV offer, for $13.99 plus tax and shipping. In-store posters and wildpostings, meanwhile, take another tack entirely, opting for a grimy WPA aesthetic, illustrated by Michael Koelsch, www.shannonassociates.com. "We borrowed from the graphic tradition of the WPA posters of the 1930s to create our own look," says AD Vivienne Wan, who believes that Koelsch's hand-drawn art and lettering provide an "authentic feel." Moreover, WPA-era art has a "monumental and proud" quality that "matches well with the pride of the Stackers Union," she says. Let's hope they have a great health plan.