Burger King trims the fat
Burger King Canada is introducing its latest product innovation, crinkle-cut fries called Gratifries, in a new campaign with media by Starcom, creative by its new AOR Sid Lee and in-store promotions handled by Toronto-based Kickstart.
Targeting families, the QSR’s campaign plays on the insight that Canadian consumers are looking for more wholesome food options but aren’t entirely willing to give up the things they love, like fries, and features the tagline “40% less fat. 100% delicious.” It relies on national TV buys across conventional and specialty channels like CTV, City, TSN and Teletoon.
The TV spot takes a literal approach to trimming the fat, as the costumes and talent are all replaced by an animated character who introduces the new product.
Unlike recent product innovation campaigns, however, the Gratifries campaign is also rooted in in-store sampling, as Burger King has invested heavily in Gratifridays, a program that will offer consumers free samples of Gratifries between noon and 2 p.m. every Friday from Oct. 11 to Nov. 1. The sampling program will be promoted by radio spots on stations like CHFI and 102.1 The Edge.
Alison Fletcher, director of marketing, Burger King Canada, tells MiC, that Burger King has invested more ad dollars in this launch than in typical product innovation campaigns because it feels that Gratifries have the potential to be a differentiator for the brand.
She says that while this first campaign from Sid Lee is product and insight-focused to help position Gratifries as a healthier alternative in the competitive QSR marketplace, future campaigns will be more brand-focused.
The first phase of the Gratifries campaign will be in market until the end of October, with new creative expected to roll out before the end of the year.