Besides a bowl of oatmeal, Burger King Corp.'s advertising agency has cooked up a new sandwich for its growing menu: the California Whopper.
Mcgarrybowen has created national TV spots that highlight the sandwich's fresh ingredients - avocados, tomatoes and lettuce - coupled with the fast-food restaurant's signature flame broiled beef patties. The sandwich is inspired by West Coast tastes, according to Burger King.
Our consumers tell us they love our great-tasting, high-quality food, and that's exactly what we're featuring in our new marketing and advertising, said Alex Macedo, senior vice president for North America marketing. The combination of our flavorful food with mcgarrybowen's innovative thinking launches a strong, creative partnership that positions the Burger King brand for future growth.
The California Whopper TV spots, along with the recent announcement that it would add oatmeal to its menu, are part of an effort by the 57-year-old restaurant chain to grow its appeal among new demographic groups while maintaining its standing with its core audience of young consumers. Part of its new strategy was to drop the cartoonish king character from its TV commercials.
Whopper fans who don't know what to make of a dollop of guacamole on the chain's signature sandwich will rest easy knowing that the California Whopper also comes with Swiss cheese and bacon. Burger King said it will price the time-limited offering at $4.49 and $2.19 for the Whopper and Whopper Junior, respectively.