[Dec. 12 Update. Burger King has created a new Whopper microsite for its "Taste is king" campaign in the UK.]
Iconic or ironic? While raising eyebrows with its “Guilt Free Showercam” effort to boost UK breakfast sales, Burger King is launching a pan-European Whopper campaign declaring that “only one thing matters to us: taste.”
That line is delivered in a 30-second TV spot that MarketingWeek reports will air throughout Europe. The advert (at right) depicts a BK restaurant being dismantled around two young men enjoying their Whoppers. The barren store symbolizes the chain’s commitment to taste and “substance over style,” according to the voiceover.
As earlier reported here, Burger King has added the Whopper Bacon Cheese and Double Whopper Bacon Cheese sandwiches, backed by the tagline “Taste is king.” Crispin Porter + Bogusky created the campaign, which also includes UK-only outdoor boards promoting the Whopper’s “unadulterated taste.”
Prime competitor McDonald’s has its own new bacon-cheese burger, the Great Cheese and Bacon that is part of the chain’s ”Festive Menu” in the UK.