Burger King is introducing its new BK Stuffed Steakhouse sandwich with a TV, radio and online campaign starting Feb. 28.

The spicy jalapeno- and chedder-stuffed burger has been available since earlier this month and is the second premium burger the QSR has offered this winter, with the Whiplash Whopper and its corresponding campaign out through the holiday season, Cameron Loopstra, senior marketing manager, Burger King Restaurants of Canada, tells MiC.

‘It has growing menu importance. We look at how premium and indulgent burgers are doing, and they’re certainly growing in importance,’ he says. ‘It’s always good to appeal to a growing segment and your own guest pool.’

The national campaign will run in French and English for a month and will be airing on specialty and conventional channels, on radio stations across the country, and online.

The online component includes a site domination of NHL.com, as well as ads on TSN.ca, MapleLeafs.com, and the Yahoo and Sympatico networks.

The TV creative was developed by Crispin Porter in the US, and adapted for the Canadian market by Taxi 2 in Toronto. Taxi 2 also did the online and radio creative, and Initiative Media managed the ad buy.

The target for the campaign is men 18 to 34 years old, with a focus on 25- to 34-year-olds.