It’s the QSR chain’s newest premium flame-grilled beef burger appearing on menus nationwide. The effort will be supported by national TV and radio advertising that begins this week and represents a continuation of BK’s new food-centric approach–the TV spot highlights the premium stack of ingredients.
The food-centric approach is coordinated by new AOR McGarryBowen. When the first TV spot from the agency broke, it made a good impression on average consumers, said one study. According to a survey by YouGov’s BrandIndex, among people who had visited fast-food restaurants in the hamburger category in the last month — the same time that Burger King’s first aired McGarryBowen’s ad for the California Whopper — their perception of Burger King had gone from a 24.2 before the ad aired to a 34.3 just two days after the launch of the spot, according to an AdAge story.