King Readies Apple Fries Sampling, New Kids Meal Push
July 1, 2008
Burger King is
preparing a multi-city sampling effort to promote its
new BK Fresh Apple Fries product.
Brand ambassadors will hand out samples of Burger King’s
Apple Fries, as well as cards redeemable for free,
full-size product at local Burger King restaurants over
the July 4th holiday weekend in Chicago, Los Angeles,
New York City and Houston. A similar effort will take
place in Miami, FL, in August.
Staff members will target families at city parks through
their involvement in more than 50 Little League games,
said Dan Eisenberg, vice president of marketing of
Legacy Marketing Partners, Burger King’s experiential
marketing AOR, which is managing the sampling program. A
branded Apple Fries scoreboard and professional
announcer will appear at each game. Attendees can also
sit in branded umbrellas and chairs to watch the games.
An estimated 60,000 samples and 60,000 product cards
will be distributed in the five markets, Eisenberg said.
Burger King will also sample its Apple Fries—skinless
red apples sliced to resemble French Fries—at the
upcoming Jonas Brothers’ “Burning Up Tour.” A branded
53-foot trailer will travel around the country making
stops at 41 cities. Concertgoers can obtain free samples
at four different apple cart sampling areas.
More than 160,000 Apple Fries samples will be
distributed at the Jonas Brothers’ concerts through
early September, Eisenberg said.
Visitors can also have their photos taken at a green
screen station set up inside each venue’s concourse
area. Attendees will receive a photo card to retrieve
their image online and send it to friends. They can
choose from three photo backdrops: a pose with the Jonas
Brothers, a poster that says, “On Tour with the Jonas
Brothers” or a shot as a fry in an Apple Fries box.
A separate area lets fans design a poster with a
personalized message for the band. In each market, the
band will choose their favorite poster. The top images
in each market will be pulled together in a collage and
posted on http://www.BK.com at the end of the tour.
The concert sampling, which begins July 5 in Detroit, is
part of Burger King’s co-sponsorship of the Jonas
Brothers’ tour. Legacy Marketing Partners is also
concert activation for Burger King.
Burger King hopes to gain some traction from the tour
online. Starting July 7, visitors http://to
www.BKJonasBrothers.com can view ticketing and venue
information, and get behind-the-scenes sneak peeks. An
online sweepstakes offers the chance to win meet-and
greets and tickets for four to see the band through Aug.
The BK Fresh Apple Fries are part of Burger King’s
better-for-you menu targeting kids and parents. The menu
item is included in the company’s new Kids Meal
offering, which also features a caramel dipping sauce
for the Apple Fries, Kraft Macaroni & Cheese and
Hershey’s 1% Low Fat White Milk.
The new Kids Meal was developed as part of Burger King’s
health and nutrition initiative, “BK Positive Steps.”
The permanent menu item sells for $3.49. Burger King was
the 12th food marketer to join the Council of Better
Business Bureau’s Children’s Food and Beverage
Advertising Initiative on Sept. 12, 2007. The firm
pledged to restrict 100% of national advertising
targeting children under 12 to its Kids Meals meeting
its new nutrition criteria by Dec. 31.
Burger King is supporting its new Kids Meal with
in-restaurant merchandising and a series of television
advertising spots. The first spot, which airs July 7,
will mark the national debut of the “Little King”
character, the young son of the famous Burger King Corp.
brand icon. A second, animated spot, slated to air on
July 21, shows an apple exploding into BK Fresh Apple
Fries after running into a slicer, and a macaroni noodle
transforming into Kraft Macaroni & Cheese after a
collision with a block of cheese.
Wunderman is handling the merchandising and Website, CBB
and Campbell Mithun are in charge of the TV spots and
Edelman oversees PR.
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