Magazine article Marketing

Burger King Adds First 'Value Meal' to Menu

Magazine article Marketing

Burger King Adds First 'Value Meal' to Menu

Article excerpt

Burger King is launching its first value meal, to appeal to cash-strapped consumers.

The King Deal, a permanent menu item, comprises a cheeseburger meal, including fries and a drink, from pounds 1.99; a double cheeseburger option starts at pounds 2.99. The fast-food chain is rolling out the offer after carrying out extensive trials of several 'value' items.

The launch will be backed by a multimillion-pound campaign across TV, outdoor and press created by Crispin Porter & Bogusky.

Breaking this week, the ads centre on a 'Great Burger Robbery' theme to highlight that the deal is a 'steal'. The TV execution is set at a drive-through restaurant and shows a customer leaving in a 'getaway' car.

As part of the launch, 1000 wallets containing gift cards and varying amounts of cash will be dropped on streets across the country. Consumers who find one will have the option of buying a King Deal or entering a prize draw.

Burger King also plans to promote the offer on web-streaming service Student TV and ATM receipts.

The launch of the King Deal is a significant departure for Burger King, which traditionally has focused a significant proportion of its marketing spend on its higher-value Angus Burger products. …

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