BK adds breakfast items with TV effort


Burger King announced the newest additions to its breakfast menu lineup, the BK Breakfast Muffin sandwich and BK Breakfast Bowl. Available for $1 at participating restaurants, the BK Breakfast Muffin sandwich features savory sausage, egg and melted American cheese on a freshly baked English muffin.

The BK Breakfast Muffin sandwich takes aim at “the other” breakfast muffin sandwich in the market and will be illustrated by a tongue-in-cheek campaign.

Dubbed “The Sneaky King,” the 30- and 15-second commercials, which begin airing nationally 3/29, feature the King taking matters into his own hands as he works to deliver a breakfast sandwich he knows guests love for $1.

A BK spokesperson tells RBR-TVBR these spots will air nationally during programming such as primetime, late night, cable and sports. Specific networks include CBS, FOX, ABC and NBC. The launch will not be supported by a national radio buy.

BK also has added a new BK Breakfast Bowl for $2.79. The all-in-one breakfast combines roasted Southwestern potatoes, grilled onions and peppers, scrambled eggs and sausage topped with a three-cheese blend and a smoky cheese sauce.

Despite slower sales in 2009, breakfast remains a hot daypart for restaurants. Big fast-food players like McDonald’s, Hardee’s and Jack in the Box continue to emphasize and expand their breakfast offerings amid competition from newcomers. Subway said last week it would offer breakfast at its North American stores, and Quiznos debuted a new breakfast program at its 175 convenience-store units, reported Restaurant News.

BK has more than 12,000 restaurants in the United States and 73 nations and territories.