The new burger product will launch in the US and is called the BK Back Porch Griller. It is backed by a major marketing campaign including 10 TV spots as well as poster executions, which will see billboards, or "grill boards", go up in prime locations such as Sunset Boulevard in Los Angeles.
The creative work has been developed by California creative shop Amoeba. The agency spots for BK Back Porch Griller feature Americans talking about grilling or showing creative uses for their backyard grills.
Launch events will include Burger King's executive chef Peter Gibbons climbing atop the Sunset Boulevard billboard; sampling via the Burger King Grill Mobile; and Burger King restaurants being decorated to take on the look of an outdoor barbecue.
The burgers launch on June 3, along with a new range of salads. No figure on the spend was released.
Burger King says that the product is "inspired by the taste of home-made seasoned burgers cooked to perfection on backyard grills". There are two variations -- with and without cheese -- and Burger King says they will be permanent additions to the fast food chain's menu.
Burger King currently has no agency of record, having appointed McCann-Erickson to its $400m (£270m) US advertising account in January last year only to drop the agency nine months later.
"We project it to be a major contributor to Burger King for years to come. This is not a promotion or a come-and-go product," Christopher Clouser, Burger King executive vice-president and chief global marketing officer, said.
Diageo is currently in the process of selling Burger King via auction. It is thought to be hearing bids this week, with the process due to finalise some time in June.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .