The bearded, crown-wearing character – who has appeared as a real and animated character in TV advertising for Burger King – will take part in a tour of the country this month, meeting customers in London, Birmingham, Manchester, Liverpool and Edinburgh, among other cities.
Potential customers will be encouraged to "follow The King", in exchange for offers and discounts at their local Burger King outlet.
As part of the campaign, The King – also famed for his quirky sense of humour – will be used as part of an overarching, integrated campaign to launch Burger King’s new strapline: "Taste is King".
The new strapline will feature in a fresh 60-second TV spot, created by Crispin Porter & Bogusky.
The new spot, currently on-air, marks a departure for Burger King, which has been primarily known for its product-led advertising. The ad follows The King on his trek across the UK.
Concurrently, Burger King is running a social media offensive, including a "Spot The King" competition, and geo-specific online banner advertising.
Sarah Power, marketing director for Burger King, said: "We’re delighted to be unveiling our new ‘Taste is King’ strapline with such an interesting, integrated campaign."
Last week, to a private equity company in a deal valued at $4bn.
Potential customers will be encouraged to "follow The King", in exchange for offers and discounts at their local Burger King outlet.
As part of the campaign, The King – also famed for his quirky sense of humour – will be used as part of an overarching, integrated campaign to launch Burger King’s new strapline: "Taste is King".
The new strapline will feature in a fresh 60-second TV spot, created by Crispin Porter & Bogusky.
The new spot, currently on-air, marks a departure for Burger King, which has been primarily known for its product-led advertising. The ad follows The King on his trek across the UK.
Concurrently, Burger King is running a social media offensive, including a "Spot The King" competition, and geo-specific online banner advertising.
Sarah Power, marketing director for Burger King, said: "We’re delighted to be unveiling our new ‘Taste is King’ strapline with such an interesting, integrated campaign."
Last week, to a private equity company in a deal valued at $4bn.
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