Tubby Frenzy
Burger King’s Teletubbies promotion came to a screeching halt last month,slightly more than halfway through its planned six-week run, after thechain depleted a 55 million-piece inventory of toys.
BK pulled advertising for the program after the exclusive clip-on beanbagfinger puppets being offered free with kids’ meals ran out, said spokesmanCharles Nicolas. The eateries continued selling Teletubby-shaped chickentenders and the Tubby Custard dessert developed exclusively for the eventby Kraft Foods through the program’s June 20 ending date.
BK stores were being encouraged to instead offer kids’ premiums left overfrom recent promos such as Nickelodeon’s Kids Choice Awards and The RugratsMovie.
Sales of Kids’ Club meals doubled over non-promotional periods while thetoys lasted. “Although the Teletubbies TV show is geared towards kids, wesaw huge numbers of teens flocking to our restaurants to get the clip-oncharacters for their backpacks and cars,” says BK vp-marketing RichardTaylor. o
