Burger King Corporation yesterday announced that it has culled its list of advertising agencies in its agency review to three — Campbell Mithun (Minneapolis), Grey Worldwide (New York) and McCann- Erickson (New York). This process has been conducted by an in-house screening committee comprised of senior BURGER KING® management and National Franchisee Association (NFA) representatives.
“The primary focus of this review is to engage an agency that will, as a business partner, seek insightful consumer understanding and provide breakthrough ways of reaching our customers,” said Mikel Durham, president of Burger King North America. “This is not just about a new campaign, but rather an entirely new way of approaching our business and consumers.”
The agencies were chosen based on their demonstrated strength for developing breakthrough creative ideas that focus on winning customers. These agencies will now produce spots that will be tested with consumers. The final agency selection should be made by the beginning of the calendar year 2001.
In the meantime, Lowe Lintas & Partners, Burger King Corporation’s current agency of record will continue to work on behalf of the Company to produce its advertising under current agreements. “We have been impressed with the professionalism of our Lowe Lintas partners through this review process,” said Durham.
Burger King Corporation and its franchisees operate more than 11,210 restaurants in all 50 states and 57 countries and international territories around the world, with more than 92% of BURGER KING® restaurants owned and operated by independent franchisees. Since the company’s founding in Miami in 1954, the BURGER KING® brand has become recognized for great flame-broiled taste and HAVE IT YOUR WAY® food customization. In fiscal year 2000, the BURGER KING® system has system-wide sales of $11.4 billion. Burger King Corporation is a part of Diageo (NYSE: Deo), the international food and drinks company, that includes such brands as Pillsbury, Haagen Dazs, and Guinness. To learn more about the BURGER KING® system, please visit the company’s website at www.burgerking.com.