Oversized “Wanted” posters that identify the Burger King “King” are about to start appearing in restaurants nationwide to support an ad campaign that promotes value menu items.
The campaign portrays the King as a “reverse pickpocketer,” stuffing cash into customers’ pockets to play off of an economic climate where there is a demand for value, BK said.
The 30- and 15-second spots, which begin airing Sept. 1, show the King caught in the act of stuffing money in customers’ pockets as they eat a Cheesy Bacon BK Wrapper, one of two value menu items featured in the ads. The second is the Spicy Chicken BK Wrapper, which include two wraps sells for $4.59. The Cheesy Bacon item sells for $1.39.
In the poster, the King appears as a suspect on the loose.
“The new campaign showcases the additions to the BK Value Menu and emphasizes value with Burger King Corp.’s signature irreverent humor,” Russ Klein, president, global strategy, marketing and innovation, Burger King, said.
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