Burger King Corporation yesterday awarded McCann-Erickson of New York its adult general market advertising account for its U.S. business.
Well-known for its innovative campaigns created for a number of corporate giants, including Coca-Cola, the agency was selected by a process of qualitative and quantitative consumer research and testing. Details of the campaign were not disclosed; however, commercials using the new campaign are expected to be on air by Spring. A decision regarding the kids advertising is expected in the next few weeks.
“We were looking for an agency partner with strategic consumer insights,” said Stefan Bomhard, senior vice president, Marketing, Burger King North America. “For this reason, we tested all of the campaigns with consumers. It was the positive consumer reaction to the McCann work that won the account.”
Bomhard said that consumers actually made the selection of the new agency. “We began this process with a commitment to produce advertising that our customers would respond to,” he said. “McCann’s work hit the mark. We are excited about our new marketing partners and look forward to launching the new campaign.”
Burger King Corporation began its agency review process in September, when former agency Lowe, Lintas & Partners of New York was put on notice. An in-house screening committee comprised of senior BURGER KING® management and franchisee representatives conducted the review process. Members of the team who participated in the review were Mikel Durham, president Burger King North America; Stefan Bomhard; Richard Taylor, vice president, Marketing, North America; Andy Bonaparte, director of advertising, and other members of the marketing team along with representatives from the franchisee community.
“Burger King Corporation is committed to working closely with our franchisee community in all aspects of our business,” said Mikel Durham, president, Burger King North America. “The franchisees who participated in this process provided valuable input and we were pleased to have them involved.”
Three agencies, Campbell Mithun (Minneapolis), Grey Worldwide (New York), and McCann, were named finalists in this process in November.
Burger King Corporation retains the services of the UniWorld Group and Bromley Communications for its African-American and Hispanic advertising, respectively. UniWorld has been the agency of record for 17 years, while Bromley has been the agency of record for 11 years.
Durham and Bomhard reiterated their gratitude to Lowe Lintas for its professionalism during this transition period. They also expressed their appreciation to the agency for its commitment to the BURGER KING® brand for the past seven years. Both McCann Erickson and Lowe Lintas are part of the Interpublic Group of Companies.
Burger King Corporation created the American icon, HOME OF THE WHOPPER®, in 1957. The Company and its franchisees operate more than 11,310 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.