BURGER KING PROMOTES UNDER 7 COMBO IN CANADA, PICKS NEW LEAD AGENCY
By Adnews Staff
Burger King Restaurants of Canada is testing a program called the "Under 7 Combo" at some locations in the Maritimes. The Toronto-based burger chain has 27 restaurants in that market. The program offers three meals that contain less than seven grams of fat: a Chicken Whopper, a Chicken Whopper Jr. or a BK Veggie sandwich with a soft drink and a garden salad or baked potato. A television advertising campaign from Deutsch of Toronto and in-restaurant materials including posters and a nutritional pamphlet are promoting the menu options. According to Burger King, the company will wait for feedback from the test before deciding whether to bring the Under 7 Combo to other markets.
In related news, Burger King of Miami, FL, has selected Young & Rubicam as its lead advertising agency. Young & Rubicam will also handle media planning and buying, field marketing and merchandising programs for Burger King. In an announcement, Burger King thanked Amoeba Marketing, Deutsch Advertising, MFI and Draft Worldwide for their contributions to the brand. The chain also uses the services of UniWorld Group, Bromley Communications and Campbell Mithun, none of which were affected by the recent review. UniWorld handles marketing to the African-American market, while Bromley handles Hispanic-targeted marketing. Campbell Mithun handles Burger King's childrens' marketing.