The clown trying to win your mother’s heart has a new rival and this guy’s royalty.
After watching its bigger rival McDonald’s Corp. try to woo mothers and grab a share of the family budget, Burger King Corp. - known for its edgy ads featuring a man with an oversize plastic king mask - is launching a new marketing and promotional campaign Monday targeted to moms.
“A large part of our customer base is parents with children,” said Russ Klein, president of global strategy, marketing and innovation. “As a parent, the challenge is always trying to get the kinds of things you want to but have some dimension of fun.”
The centerpiece of the effort, Klein said, is a new kids meal featuring a four-ounce serving of Kraft macaroni and cheese, lowfat milk and the company’s “Fresh Apple Fries”, which are uncooked apple slices shaped like french fries and served with low-fat caramel dipping sauce. The meal will go on sale Monday for $3.49 and will be a permanent fixture on Burger King’s menu.
The launch will be followed by an in-restaurant merchandising and television ad campaign, with the first commercial airing July 7. That spot will introduce “Little King” meant to be the masked king’s young son.
Picture from Burger King.
No comments yet.