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Harvey's breaks Burger Boss campaign

Fast food chain Harvey’s has begun a new campaign called “Be a Burger Boss.” The effort, developed by Giants & Gentlemen of Toronto, focuses on the ability of consumers to customize a Harvey’s hamburger. It includes a 30-second television commercial that uses the copy, “At Harvey’s, the best burgers are made by you.” The campaign will run on sports and specialty channels including Sportsnet and TSN, as well as Global, CBC, Comedy, Discovery and other. It also includes online pre-roll video ads and social media content. The first phase of the campaign will run for eight weeks, followed by a digital-only phase, followed by a second 30-second television execution in the third quarter of the year.

“If you do the math, there are over eight million ways you can top your Harvey’s burger,” said Alanna Nathanson, co-chief creative officer at the agency. “That’s a lot of decision-making power. We wanted to show that once you build your burger just the way you like it, you become a Burger Boss who gets what they want, when they want it.”

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