A production company based in California, called Half Day Video, has said that it has been retained by Deutsch Los Angeles to shoot the ads for Burger King to promote the burger chain's 99-cent BK Value Menu.
Half Day Video has also produced television shows such as 'Candid Camera' and 'Totally Hidden Video'.
Burger King will first test the new strategy, which could see diners filmed in the chain's restaurants. Clay Harrison, president of Half Day Video, said: "Reality commercials mirror the trend in mainstream broadcast television toward unscripted action featuring non-professional 'actors', who are unaware they are being recorded."
The news follows Burger King's recent shake-up of its agency roster with the appointment of Interpublic-owned Deutsch and Media First International in the US, and Delaney Lund Knox Warren & Partners in the UK. It is currently running a campaign featuring the strapline "you got it" in the US.
Last week, Burger King's parent company Diageo announced that it had agreed to sell the chain to a group of venture capitalists for $2.26bn (拢1.44bn).
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