Burger King’s carte du jour got a bit meatier this week when the fast feeder announced the addition of the quarter-pound Double Cheeseburger to its dollar menu. The $1 promotion is set to run through March 31, 2010.
In conjunction with its dollar menu addition, the chain is launching a campaign that includes two TV ad spots, which began running Oct. 18. These promote the quarter-pound Double Cheeseburger as superior to its competitors including Wendy’s and McDonald’s, in terms of quality and patty size. Crispin, Porter + Bogusky is the agency.
BK plans to rotate in new spots through the promotion’s March 31 end date. In-store signage will also tout the Double Cheeseburger’s value over its competitors.
An online component will allow consumers to experience the value with augmented reality banner ad technology. “After holding a dollar bill up to an activated Web cam, users will come to see one of several value menu products that are available for that amount,” said Brian Gies, vice president of marketing impact for Burger King.
The quarter-pound Double Cheeseburger was added to the Burger King dollar menu after an 18-month test period that ran in over 60 markets, including Atlanta, Orlando, Los Angeles and Chicago. “Through our extensive local testing we were able to generate positive sales results and strong consumer demand,” said Gies. “We are looking to expand these positive results nationwide.”
The ads follow a push from BK this summer to promote its Whopper Junior Dollar Menu item in response to competition. “Adding the $1 quarter-pound Double Cheeseburger to our value menu allows us to deliver to Burger King guests another superior flame-fresh product at a compelling price point that consumer’s desire,” said Gies. “We have and will remain fully focused on our value offerings and delivering value for the money to our guests throughout the year.”