Burger King adds King Deal 'value meal' to menu

by Gemma Charles, marketingmagazine.co.uk 10-Feb-09, 06:30

LONDON - Burger King, which nine months ago launched a £95 burger, is now launching its first value meal, to appeal to cash-strapped consumers.

The King Deal, a permanent menu item, comprises a cheeseburger meal, including fries and a drink, from £1.99; a double cheeseburger option starts at £2.99. The fast-food chain is rolling out the offer after carrying out extensive trials of several 'value' items.

The launch will be backed by a multimillion-pound campaign across TV, outdoor and press created by Crispin Porter & Bogusky.

Breaking this week, the ads centre on a 'Great Burger Robbery' theme to highlight that the deal is a 'steal'. The TV execution is set at a drive-through restaurant and shows a customer leaving in a 'getaway' car.

As part of the launch, 1000 wallets containing gift cards and varying amounts of cash will be dropped on streets across the country. Consumers who find one will have the option of buying a King Deal or entering a prize draw.

Burger King also plans to promote the offer on web- streaming service Student TV and ATM receipts.

The launch of the King Deal is a significant departure for Burger King, which traditionally has focused a significant proportion of its marketing spend on its higher-value Angus Burger products.

Burger King UK & Ireland marketing director Sarah Power said she hoped the deal would attract a wider range of consumers beyond its core target audience of men.

'Unlike others, we are using items already on our menus, so customers can see the value they are getting,' she added. 'We trialled a number of variations and this one has come out as the strongest.'

Burger King's move into the value arena follows a similar launch by KFC. At the start of the year the fast-food chicken restaurant chain added the Snack Box to its menu, which comprises chicken or wings plus fries with the option to add a drink for 99p. KFC has aimed the offer at young people through a TV campaign featuring students.

Burger King hit the headlines last year after launching the world's most expensive burger. The £95 item created a significant amount of publicity for the chain's premium offerings.

The restaurant's main rival, McDonald's, offers a Saver Menu with items from 99p.