Burger King puts focus on choice
Burger King is embarking on a customer-focused £10m ad campaign with the strapline 'You're the boss'.
The activity is designed to remind consumers they can customise the chain's burgers: the firm claims there are more than 1000 ways to order a Whopper burger.
The line will replace the 18-month-old 'Got the urge' endline, which Burger King dropped after a review of its advertising and marketing strategy.
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Delaney Lund Knox Warren (DLKW) has retained the £11m business.
Paul Reynish, marketing director at Burger King, said the ads would 'encapsulate the philosophy that we treat customers as individuals'.
DLKW has created seven spots based on a concept developed by Burger King's US agency, Crispin Porter & Bogusky.
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