Miami - Holiday giving takes on a whole new meaning at participating Burger King(r) restaurants. Beginning, November 18, all U.S. Burger King restaurants will offer a set of four Rugrats(tm) wrist watches and 12 collectible toys featuring characters and scenes from the November 20 Paramount Pictures and Nickelodeon Movies nationwide release of “The Rugrats Movie(tm).” A portion of the proceeds from the Rugrats(tm) watches are being donated to hurricane relief efforts.
“In an effort to help those in need, Burger King will donate a portion of the proceeds from every Rugrats(tm) watch sold through all company-owned and participating franchise-owned Burger King restaurants to the American Red Cross and the United Way to help victims of Hurricanes Mitch and Georges in Central America and the Caribbean,” said Richard Taylor, vice president, Marketing Services, Burger King Corporation. “With our world-headquarters being located in Miami, so close to the devastated areas, it's a great opportunity for Burger King to be a good neighbor and strongly support the recovery efforts.”
Leveraging the Burger King and Nickelodeon promotional partnership, four collectible Rugrats(tm) LCD watches are being offered for $1.99 each, with purchase of a Burger King Value Meal or Kids Club Meal. The watches include Chuckie's Bananarama Scratch n' Sniff watch, the Reptarmania Animated Action watch, Tommy's Touch and Talk watch, and Angelica's Flower Power watch with its colorful floating flowers. The exclusive Rugrats(tm) watches and the collectible toys promotion will run through December 27, 1998, or while supplies last, at all participating U.S. Burger King restaurants.
In addition to Rugrats(tm) watches, Burger King customers can experience some of the excitement of the movie by purchasing a Burger King(r) Kids Club Meal, which features one of 12 themed toys from the movie. Burger King(r) restaurants are also offering tasty, Rugrats(tm)-shaped CHICKEN TENDERS(r) and the WHOPPER JR.(r) sandwich for $.99 cents on the Great Tastes Menu, from November 18 through January 3, 1999.
“Nickelodeon and 'The Rugrats Movie(tm)' are a perfect fit for the Burger King brand. We are truly enthusiastic about this partnership with Nickelodeon,” said Taylor. “Kids and parents alike will share in the excitement generated by the Rugrats(tm) phenomenon. It's a fun-filled, family- oriented property that really stands out during the holidays. I know that my children can't wait to see the movie.”
Rugrats(tm) is Nickelodeon's top-rated program, not just because kids love it but because parents appreciate its quality, family-oriented entertainment focus. With the unrivaled interest in this show and the new movie, the Rugrats(tm) watches and 12 toys, as well as the special-shaped CHICKEN TENDERS(r) are sure to be a hit.
This Burger King promotion will be supported by seven nationally televised advertisements. There are three 30-second general market spots, created by Ammirati Puris Lintas; one spot created by UniWorld, the company's African American agency of record; and one ad was created by Bromley Aguilar & Associates, Burger King Corporation's Hispanic agency of record. In-store merchandising and radio spots have also been created for the promotion.
The Burger King Kids Club is the cornerstone of Burger King Corporation's children's marketing program. Launched in 1990, membership to the Kids Club is free and boasts more than five million members. The Burger King Kids Club seeks to entertain youngsters by providing them to membership in an exclusive club, unique to Burger King within the fast food environment, while providing families with superior value. The program includes special Kids Club Meals, which feature an entree, fries, drink and a quality Kids Club premium toy. All Burger King premiums are zero age-graded, making the toys safe for children of all ages.
Nickelodeon has fortified its relationship with children and secured its position as a leading marketer to children by creating a strategic alliance with Burger King Corporation, one of the largest quick-service restaurants in the world. The agreement with Burger King supports Nickelodeon's television and movie business, with the largest piece of the non-exclusive partnership supporting “The Rugrats Movie(tm).”
“The Rugrats Movie(tm)” is produced by the award-winning animation studio Klasky Csupo, Inc. and is a Paramount Pictures and Nickelodeon Movies presentation.
The producers are Arlene Klasky and Gabor Csupo, creators with Paul Germain of the critically acclaimed, top-rated series. The film is directed by Norton Virgien and Igor Kovalyov, and written by David N. Weiss and J. David Stern. Albie Hecht and Debby Beece serve as executive producers and Hal Waite, Eryk Casemiro and Julia Pistor serve as co-producers. Paramount Pictures and Nickelodeon Movies are both part of the entertainment operations of Viacom, Inc.
Burger King Corporation and its franchisees operate 10,000 restaurants in all 50 states and in 53 countries and international territories around the world. Since the company's founding in 1954 BURGER KING(r) food has become synonymous with great flame-broiled taste and the HAVE IT YOUR WAY(r) food customization process. In fiscal year 1998, system-wide sales at BURGER KING(r) restaurants were $10.3 billion. Burger King Corporation is a subsidiary of Diageo, plc, one of the world's leading branded consumer products companies.
Meat Industry Insights News Service
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