[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.
Can't keep track of all the new menu additions? Check the 
The June Burger of the Month at Grub Burger Bar in College Station, Texas, is the Jerk Pork Burger. That's a jerk-seasoned pork patty topped with mango pico de gallo, house-made guacamole and fried plantains. To see the full list of June's best Burgers of the Month around the country, click 
Seems ironic to me, especially that the ad would use “substance over style” and a store dismantling when BK’s new store design is all about the experience.
Yes. That’s a good point.