990821 Burger King And Nickelodeon Promotion SetAugust 12, 1999New York - Burger King Corporation and Nickelodeon have teamed up to offer kids back-to-school premiums in the company's Kids Meals, including the new BURGER KING BIG KIDS MEAL, beginning August 16. The program will feature approximately 30 million school tools for kids: Splat Calculators, Planet Pencil Toppers, Cargo Plane Pencil Cases, Rocket Pens and Message Centers. The Back-to-School promotion will run in-store for five weeks in the more than 8000 company-owned and participating franchised BURGER KING restaurants in the U.S. and Canada. To support the program, BURGER KING restaurants will introduce APPLE GREEN SLIME dipping sauce for servings of CHICKEN TENDERS, in honor of Nickelodeon's trademark substance. “For a promotion to be successful, it must accomplish three things -- it must be relevant, likable and memorable,” said Richard Taylor, vice president, Marketing, Burger King Corporation. “Offering kids tools they can use with the quality and appeal of a Burger King/Nick venture scores on all fronts.” “At Nickelodeon, we're always looking for new ways to reach kids and be a relevant part of their lives. By partnering with Burger King on this back-to- school campaign, we're offering kids premiums that they can use during the entire school year while promoting the Nickelodeon brand,” commented Pam Kaufman, vice president, Promotions Marketing, Nickelodeon. On air, the campaign will include: 15 spots highlighting the Nickelodeon premiums to be paired with: 15 spots promoting the BURGER KING BIG KIDS MEAL and the APPLE GREEN SLIME dipping sauce. Burger King will further promote the program in-store with drive-thru toppers, door decals, interior frame inserts, posters and other merchandising. Additionally, a full-page print ad will run in the September edition of Nickelodeon magazine. Burger King Corporation and its franchisees operate more than 10,500 restaurants in all 50 states and 54 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-broiling taste and HAVE IT YOUR WAY food customization. In fiscal year 1998, the BURGER KING system had system-wide sales of $10.3 billion. Burger King Corporation is a part of Diageo, the international food and drinks company. In addition to BURGER KING, other Diageo brands include Pillsbury, Haagen Dazs, Johnnie Walker and J&B Scotch whiskies, Smirnoff vodka, Gordon's gin, Baileys cream liqueur, and Guinness stout. The group operates in over 200 markets worldwide, and employs around 77,000 people. System-wide, BURGER KING restaurants employ more than 300,000 people. To learn more about the BURGER KING system, please visit the company's web site at www.burgerking.com. Nickelodeon, which is celebrating its 20th birthday in 1999, has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the U.S. and around the world, plus consumer products, on-line, recreation, publishing and feature films. Nickelodeon's U.S. television network is seen in more than 75 million households, and has been the number one rated cable network for three consecutive years. Nickelodeon and all related titles, characters, and logos are trademarks of Viacom International Inc. The new value meal program aimed at kids ages 7 to 12, launched late last month, features more food but still includes the toy. Burger King Corporation is the only quick service restaurant chain to now offer special meals for this growing consumer segment, which totals more than 19 million consumers in the U.S. The BURGER KING BIG KIDS MEAL includes a larger portion meal, either Double Hamburger, Double Cheeseburger, or a 6-piece serving of CHICKEN TENDERS with small fries and a (16 ounce) drink plus a toy. The BURGER KING BIG KIDS MEAL program features a price point of $2.79 for the Double Burger Meal and $2.99 for the Double Cheeseburger or 6-piece CHICKEN TENDERS Meal, at participating restaurants. The regular BURGER KING KIDS MEAL program offers a single cheeseburger, hamburger or 4-piece CHICKEN TENDERS, with a small fry, 12 ounce drink and the toy. These meals start at $1.99.
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