990373 Burger King Launches Latest Salvo in Burger Wars

Miami, Fl - Burger King Corporation launched an aggressive new tagline for its flagship sandwich, the WHOPPER(r). “America's Favorite Burger,” portrayed graphically as a seared branding mark, debuts today in a series of food and music television spots aimed at general market, African-American and Hispanic consumers throughout the U.S.

“We have known for years that the WHOPPER(r) is the best tasting premium burger in America; in fact, it has beat out the competition in a number of taste tests,” said Jim Watkins, senior vice president of North America Marketing for Burger King Corporation. “It was no surprise to us that when consumers were asked across the country which burger was their favorite that they chose the WHOPPER(r).”

Burger King Corporation hired Bruskin Goldring to conduct the phone survey to learn of consumers favorite burger. More than 700 consumers were contacted randomly from throughout the country during Feb. 26-28, 1999 and asked “Which one hamburger is your favorite?”

The food and music campaign launching the new “America's Favorite Burger” tagline features for the general market the songs “Happy Together” by The Turtles and “You've Got Another Thing Coming” by Judas Priest. The General Market advertising was created by Ammirati/Puris/Lintas. The African-American Consumer Market commercials, created by UniWorld, utilize the song “Baby Come and Get It” by the Pointer Sisters. The Hispanic Consumer Market spots, created by Bromley Aguilar & Associates, center around a rock and roll version of the song “My Way” (A Mi Manera Rock).” All markets features 30- and 15-second spots, along with local radio and print advertising.

Burger King Corporation and its franchisees operate more than 10,200 restaurants in all 50 states and in 53 countries and international territories around the world. Since the company's founding in Miami in 1954, the BURGER KING brand has become recognized for great flame-broiled taste and HAVE IT YOUR WAY food customization. In fiscal year 1998, the BURGER KING(r) system had sales of $10.3 billion. Burger King Corporation is a subsidiary of Diageo plc, one of the world's leading branded consumer products companies.

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