Abstracts » Business, general

Burger King takes 'tweens' role on cable

Article Abstract:

Burger King will team up with Viacom's Nickelodeon cable TV channel to promote volunteerism among kids 8 to 12 years old. McDonald's didn't renew its contract with the channel, so Burger King, the No. 2 fast hamburger chain, welcomed the opportunity. One major difference is that Burger King allows kids to use their 7,800 restaurants as local headquarters for this year's thrust, restoring and cleaning up our parks. Burger King's ad buy on Nickelodeon in 1998 of $5.5 million will probably increase in 1999. McDonald's is planning a different project with the cable channel that is yet to be announced.

Comment:

Chain to pick up the "Big Help" project with Nickelodeon that McDonald's dropped

Account Activity, Demographics, Social Cause Advocacy, Volunteerism

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Burger King boast uses survey, not sales

Article Abstract:

Burger King claims its Whopper is America's favorite burger in its new TV ad campaign. And it seems Taco Bell must have agreed when, last summer, it ran ads saying, "Hasta La Vista, Whopper," claiming it needed to compare its Gorditas against "the best in the fast-food business." The problem McDonald's has with these claims is that the numbers are based on surveys, not number of burgers sold. Maybe Burger King just needs to open up the same number of restaurants in all the same locations as McDonald's in order to get at the truth.

Comment:

33% of 700 people called named Whopper as favorite

Marketing/Advertising Methods, Campaign Launched, Restaurant industry, Advertising

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