The 6 Pack, which costs £4.49 on its own or £5.69 as part of a meal, comprises one big Aberdeen Angus patty inside six rolls, stuck together to allow consumers to tear off portions. In one pair of rolls the burger is topped with ketchup, the second has a cheese topping, and the third bacon and cheese.
The introduction of the 6 Pack, which will be available from next week, will be backed by TV ads breaking next month. It will be launched simultaneously in the UK, Spain and Germany as part of Burger King's five-year plan to operate on a more pan-European basis.
In March, David Kisilevsky, formerly in charge of UK marketing, was promoted to the role of vice-president marketing EMEA to oversee this strategy.
The 6 Pack launch comes as Burger King rolls out a number of menu innovations and products intended to shift the brand into the casual-dining arena. Last month it was revealed that it plans to introduce the UK's most expensive burger to push a more premium positioning (Marketing, 23 April).
The chain will also launch burgers featuring exotic ingredients such as tiger prawns and guacamole to emulate chains such as TGI Friday's.
Comments
share it you say......unlikely with the BK regulars. Highly unlikely.
i don't get it...why would you buy a burger to share...and are you then supposed to share your drink and your fries. Unlike a pizza, burgers are pretty much individual portions anyway. This has a UK shelf life in the same league as TAB Clear me thinks.
I kind of want all six for myself. Is that wrong?
i would too Barry...you just don't share a burger.
- 20/05/2008
We had the hungry teenage son of a friend stay with us at easter. Taking him to McDonalds he ordered six cheese burgers and a coke - I knowat leat one customer who will love this!
Great example of further innovation. And Andrew, I guess that you'd buy individual drinks to share as you would if you were buying pizza
Following the Pizza Hut ploy, Burger King in the coming weeks will launch an "all you can eat" campaign.
Is this where the students win their money back!
www.mattkelly.typepad.com
ps. tiger prawns and guacamole in a burger. How big is this thing gonna be?
£85 High Street burger??? anyone want my gerkhin? - that will be a fiver
why would i deign to go there... with five others, no less! silly.
I think 'worst idea ever' is pushing it a bit, Dave. I can think of lots more daft things than that
I don't really have a huge problem with this either way, but i think it is silly to believe that this product is ever going to be shared between 6 people. 4 possibly, 2 more likely and sometimes just one...
look at the price, it's only fractionally more than one of the larger whoppers, if memory serves
6 burgers for the price of one. Who could say no?
- 20/05/2008
On thing not mentioned is the size of each portion... are they normal burger size [which would make this 6 pack a great deal!] or are they golf ball size???
one other thing to say.... OBESITY!!!
BK obviously don't think there is a problem in fueling the problem!surely - this type of campaign will have big debate and opposition?!!
i think every product has its customer, no matter how niche
thinking outside the box, it could be one of those things you grab with a few mates before or after a gig or footy match maybe??
think it will be more popular than you think - adds variety and most people will probably just have one to themselves
at £4.50 it can be that big!
- 20/05/2008
SMALL IN SIIZE - BIG ON VARIETY, says it all I suppose!
I agree that it will be more a gimick at first.... but will become a popular way to buy
A product extension too far surely
lol an obese man walks into burger king... wants to buy 6 burgers... Now he doesn't have to!
Don't be such luddites. I'm sure they said the same about McFlurrys
I think it's probably best shared among two if you are hungry or three for a snack. Variety is the spice of life, burger eaters will love it, I reckon.
Yeaah but I can see this leading to loads of arguments as I'd want to eat both portions that are topped with bacon and cheese and neither that come just with ketchup.
Yeah, well we're not all greedy boys like you JL.
Perhaps some tacit trading sysem could be introduced where it could be acknowledged that bacon & cheese are inherently more valuable than just ketchup and an equation factor of who purcases the 6 Pack and how often be worked out based on their choices?
Incidentally, I suggest the vaue of one bacon & cheese portion versus one ketchup-only portion as 1:0.93
if you sellotaped the buns to your stomach it would give people the impression you had a good six-pack.
From a distance.
If they squinted.
In fact, for all the good it would do you, you may as well tape the whole thing.
Jesus, this site is dreadful... clearly, I didn't mean to stress my kitten-weak "joke" by posting three times.
I didn't think it was funny the first time around so don't worry.
i thought it got funnier with each telling. it was a bit like watching reruns of only fools and horses...
I wonder, though, what would happen if you sellotaped the buns to your stomach?
Have I strayed on to some Marketing hacks-only thread here? Haven't you lot got press releases to rewrite?
Has the Marketing news room and the PR dept. at BK merged into one as part of a cost saving efficiency scheme? I can't tell the difference anymore.
Marketing Week does a better job
There are quite a few comments from Marketing hacks on here I agree, but may be some of the others are from anonymous bitter rivals with nothing better to do. Perhaps they don't get the press releases. Great at jokes though....
But it's no fun if you can't interract with the news desk & congratulate them on their scoops.
Is interacting with the new team actually fun? I do it everyday and find it quite a drag.
What? A Marketing Week mole on here with an agenda? Name and shame...
At least Jeremy's jokes have an element of truth in them unlike his stories
It's not my fault - it's the press releases that I fastidiously copy out; some our right but sometimes I'm led a very merry dance...
and I can't spell or no how to use grammar
I am challenging you B Agotcha...what per say "do marketing week do better"??? Pretty sure you can't mean reporting the news..??
Looks like he failed the challenge
I have seen the wonderfull burger. But how can I get it?
Marketing Week's stories are not only better but they also tend to be true
Ouch ... Game, set and match to B Agotcha with that devastating media audit.
B Agotcha? Is that you Dominic?
I'm dying to know! how terribly exciting and mysterious.
Meanwhile, the Marketing / BK love-in continues, this time played out in Lucy Barrett's lucrative Media Guardian advertising column:
http://www.guardian.co.uk/media/2008/may/26/digitaltvradio.advertising
Unbelieveable. BK are really getting their money's worth out of Marketing; where is the journalistic integrity and endeavour?
we're not Quakers you know
I think it's very flattering that brandrepublic's rivals spend their whole life reading and commenting on our stories.
I can only imagine what they'd say and write if they saw the conservatory and new car that BK kindly bought for me. And they great thing was they let me have it my way.
It's just a guess Jeremy, because I REALLY wouldn't know, but when you said you wanted that conservatory and that motor, I bet they said: "You got it!"
What car by the way?
I think it's very flattering that the editor and news editor of Marketing spend all day on PRESS DAY reading blog comments and responding with their own comments. What 'scoops' do we have to look forward to this week?
The news editor? I haven't seen Gareth comment at all. But yes, I'm furious that we missed a very topical Hear'Say 'scoop'.
And Lucy, I can't tell you what sort of car iot was but lets just say it was a whopper
This is brilliant. Much better than the boards. Is B Agotcha a MW hack?
It's great isn't it? If it's not Dominic I think it's some muppet from said outfit's website
Is that who it is? He's the news editor on Mad or something? Talk about having time on your hands...
I thought Mad had shut down and that Bronwyn was the only person there? Perhaps that's why he/she has got so much to do
I'm off for a delicious Burger King - it's the finest food retailer on the high street
Hey, just been forwarded this – sorry I'm not your mole chaps. Forgetting that I’ve been in Portugal for two weeks, if I were to login to BR do you really think I’d be fighting the corner for MW? Nice to be top of mind though – cheers.
Hope that you managed to find a Burger King out there - I really can't recommend their delicious menu enough.
That's the holiday sorted then
Oops. weird things going on with BR ... first, when I logged in with my old haymarket email address, I appeared as Lucy Aitken. Now, firing blanks.
This is a brilliant read--love the mad trolling. Good to see you the other night Jeremy
I just had one of these and it was great. But now I have the meat sweats.
Good to see you too James - thoroughly enjoyed it. Looking forward to your wedding next week too. Have a great weekend
Omar - 04/08/2008
Trying to compete with the Pizza market? They must be joking!
Yes it could be done. Just make it into a burger pie and slice it up like a pizza. But having 6 burgers and sticking them together is dumb cuz what if i only wanted like half? there's not adv to ordering a 6 pack one to share if the portions are all the same.
Comments
Awalla Fa'Shagba - 20/05/2008
ew.
harry fowler - 20/05/2008
share it you say......unlikely with the BK regulars. Highly unlikely.
Andrew Harrison - 20/05/2008
i don't get it...why would you buy a burger to share...and are you then supposed to share your drink and your fries. Unlike a pizza, burgers are pretty much individual portions anyway. This has a UK shelf life in the same league as TAB Clear me thinks.
Barry Whyte - 20/05/2008
I kind of want all six for myself. Is that wrong?
Andrew Harrison - 20/05/2008
i would too Barry...you just don't share a burger.
- 20/05/2008
We had the hungry teenage son of a friend stay with us at easter. Taking him to McDonalds he ordered six cheese burgers and a coke - I knowat leat one customer who will love this!
Jeremy Lee - 20/05/2008
Great example of further innovation. And Andrew, I guess that you'd buy individual drinks to share as you would if you were buying pizza
Andrew Harrison - 20/05/2008
yes but no but...
Dave Starling - 20/05/2008
Worst. Idea. Ever.
Neil Ramsden - 20/05/2008
4 bite challenge anyone?
Matt Kelly - 20/05/2008
Following the Pizza Hut ploy, Burger King in the coming weeks will launch an "all you can eat" campaign. Is this where the students win their money back! www.mattkelly.typepad.com ps. tiger prawns and guacamole in a burger. How big is this thing gonna be?
daniel cheetham - 20/05/2008
£85 High Street burger??? anyone want my gerkhin? - that will be a fiver
David Llewelyn-Jones - 20/05/2008
why would i deign to go there... with five others, no less! silly.
Ed Kemp - 20/05/2008
I think 'worst idea ever' is pushing it a bit, Dave. I can think of lots more daft things than that
Michael Laws - 20/05/2008
I don't really have a huge problem with this either way, but i think it is silly to believe that this product is ever going to be shared between 6 people. 4 possibly, 2 more likely and sometimes just one... look at the price, it's only fractionally more than one of the larger whoppers, if memory serves
Justin Driskill - 20/05/2008
6 burgers for the price of one. Who could say no?
- 20/05/2008
On thing not mentioned is the size of each portion... are they normal burger size [which would make this 6 pack a great deal!] or are they golf ball size??? one other thing to say.... OBESITY!!! BK obviously don't think there is a problem in fueling the problem!surely - this type of campaign will have big debate and opposition?!!
ryan mcl - 20/05/2008
i think every product has its customer, no matter how niche thinking outside the box, it could be one of those things you grab with a few mates before or after a gig or footy match maybe?? think it will be more popular than you think - adds variety and most people will probably just have one to themselves at £4.50 it can be that big!
- 20/05/2008
SMALL IN SIIZE - BIG ON VARIETY, says it all I suppose! I agree that it will be more a gimick at first.... but will become a popular way to buy
J W - 20/05/2008
Why???
Gordon Macmillan - 20/05/2008
A product extension too far surely
RACHEL DUTTON - 20/05/2008
lol an obese man walks into burger king... wants to buy 6 burgers... Now he doesn't have to!
Jeremy Lee - 20/05/2008
Don't be such luddites. I'm sure they said the same about McFlurrys
Gemma Charles - 20/05/2008
I think it's probably best shared among two if you are hungry or three for a snack. Variety is the spice of life, burger eaters will love it, I reckon.
Jeremy Lee - 20/05/2008
Yeaah but I can see this leading to loads of arguments as I'd want to eat both portions that are topped with bacon and cheese and neither that come just with ketchup.
Gemma Charles - 20/05/2008
Yeah, well we're not all greedy boys like you JL.
Jeremy Lee - 20/05/2008
Perhaps some tacit trading sysem could be introduced where it could be acknowledged that bacon & cheese are inherently more valuable than just ketchup and an equation factor of who purcases the 6 Pack and how often be worked out based on their choices?
Jeremy Lee - 20/05/2008
Incidentally, I suggest the vaue of one bacon & cheese portion versus one ketchup-only portion as 1:0.93
Under Employed - 20/05/2008
if you sellotaped the buns to your stomach it would give people the impression you had a good six-pack. From a distance. If they squinted. In fact, for all the good it would do you, you may as well tape the whole thing.
Under Employed - 20/05/2008
Jesus, this site is dreadful... clearly, I didn't mean to stress my kitten-weak "joke" by posting three times.
Gemma Charles - 20/05/2008
I didn't think it was funny the first time around so don't worry.
Jeremy Lee - 20/05/2008
Award-winning I tell ye
Ed Kemp - 20/05/2008
i thought it got funnier with each telling. it was a bit like watching reruns of only fools and horses...
Jeremy Lee - 20/05/2008
I wonder, though, what would happen if you sellotaped the buns to your stomach?
Under Employed - 21/05/2008
Have I strayed on to some Marketing hacks-only thread here? Haven't you lot got press releases to rewrite?
Mark Smith - 21/05/2008
Has the Marketing news room and the PR dept. at BK merged into one as part of a cost saving efficiency scheme? I can't tell the difference anymore.
B Agotcha - 21/05/2008
Marketing Week does a better job
Jeremy Lee - 21/05/2008
There are quite a few comments from Marketing hacks on here I agree, but may be some of the others are from anonymous bitter rivals with nothing better to do. Perhaps they don't get the press releases. Great at jokes though....
Under Employed - 21/05/2008
But it's no fun if you can't interract with the news desk & congratulate them on their scoops.
Gemma Charles - 21/05/2008
Is interacting with the new team actually fun? I do it everyday and find it quite a drag.
Gemma Charles - 21/05/2008
Should be 'news'.
Under Employed - 21/05/2008
What? A Marketing Week mole on here with an agenda? Name and shame...
B Agotcha - 21/05/2008
At least Jeremy's jokes have an element of truth in them unlike his stories
Jeremy Lee - 21/05/2008
It's not my fault - it's the press releases that I fastidiously copy out; some our right but sometimes I'm led a very merry dance...
Jeremy Lee - 21/05/2008
and I can't spell or no how to use grammar
pixie x - 21/05/2008
I am challenging you B Agotcha...what per say "do marketing week do better"??? Pretty sure you can't mean reporting the news..??
Jeremy Lee - 22/05/2008
Looks like he failed the challenge
abraham abrochar - 22/05/2008
I have seen the wonderfull burger. But how can I get it?
B Agotcha - 23/05/2008
Marketing Week's stories are not only better but they also tend to be true
Under Employed - 23/05/2008
Ouch ... Game, set and match to B Agotcha with that devastating media audit.
Jeremy Lee - 23/05/2008
B Agotcha? Is that you Dominic?
Ed Kemp - 23/05/2008
I'm dying to know! how terribly exciting and mysterious.
B Agotcha - 27/05/2008
Who is Dominic?
Under Employed - 27/05/2008
Meanwhile, the Marketing / BK love-in continues, this time played out in Lucy Barrett's lucrative Media Guardian advertising column: http://www.guardian.co.uk/media/2008/may/26/digitaltvradio.advertising
B Agotcha - 27/05/2008
Unbelieveable. BK are really getting their money's worth out of Marketing; where is the journalistic integrity and endeavour?
Jeremy Lee - 27/05/2008
we're not Quakers you know
Lucy Barrett - 27/05/2008
I think it's very flattering that brandrepublic's rivals spend their whole life reading and commenting on our stories.
Jeremy Lee - 27/05/2008
I can only imagine what they'd say and write if they saw the conservatory and new car that BK kindly bought for me. And they great thing was they let me have it my way.
Lucy Barrett - 27/05/2008
It's just a guess Jeremy, because I REALLY wouldn't know, but when you said you wanted that conservatory and that motor, I bet they said: "You got it!" What car by the way?
B Agotcha - 27/05/2008
I think it's very flattering that the editor and news editor of Marketing spend all day on PRESS DAY reading blog comments and responding with their own comments. What 'scoops' do we have to look forward to this week?
Jeremy Lee - 28/05/2008
The news editor? I haven't seen Gareth comment at all. But yes, I'm furious that we missed a very topical Hear'Say 'scoop'. And Lucy, I can't tell you what sort of car iot was but lets just say it was a whopper
Lucy Aitken - 29/05/2008
This is brilliant. Much better than the boards. Is B Agotcha a MW hack?
Jim Tigersrule - 29/05/2008
It's great isn't it? If it's not Dominic I think it's some muppet from said outfit's website
Jim Tigersrule - 29/05/2008
WAC
Gordon Macmillan - 29/05/2008
Is that who it is? He's the news editor on Mad or something? Talk about having time on your hands...
Jim Tigersrule - 29/05/2008
I thought Mad had shut down and that Bronwyn was the only person there? Perhaps that's why he/she has got so much to do
Jeremy Lee - 29/05/2008
I'm off for a delicious Burger King - it's the finest food retailer on the high street
Arif Durrani - 29/05/2008
Hey, just been forwarded this – sorry I'm not your mole chaps. Forgetting that I’ve been in Portugal for two weeks, if I were to login to BR do you really think I’d be fighting the corner for MW? Nice to be top of mind though – cheers.
Jeremy Lee - 29/05/2008
Hope that you managed to find a Burger King out there - I really can't recommend their delicious menu enough. That's the holiday sorted then
Under Employed - 30/05/2008
Under Employed - 30/05/2008
Oops. weird things going on with BR ... first, when I logged in with my old haymarket email address, I appeared as Lucy Aitken. Now, firing blanks. This is a brilliant read--love the mad trolling. Good to see you the other night Jeremy
Justin Driskill - 30/05/2008
I just had one of these and it was great. But now I have the meat sweats.
Jeremy Lee - 30/05/2008
Good to see you too James - thoroughly enjoyed it. Looking forward to your wedding next week too. Have a great weekend
Omar - 04/08/2008
Trying to compete with the Pizza market? They must be joking!
taige zhang - 03/09/2008
Yes it could be done. Just make it into a burger pie and slice it up like a pizza. But having 6 burgers and sticking them together is dumb cuz what if i only wanted like half? there's not adv to ordering a 6 pack one to share if the portions are all the same.