The four-week campaign, which breaks tonight, was created by US advertising agency Crispin Porter & Bogusky and has two TV spots as its centrepiece.
The tongue-in-cheek spots, entitled "too posh", aim to show that the fast food chain is making "posh" burgers available to everyone.
In one of the spots a Burger King employee quizzes a smartly dressed customer, to check she is not too posh, before allowing her to buy a Smokey Blue Angus burger.
He asks her questions such as, "Do you have any friends called Rupert?" and "Do you make involuntary noises when you laugh?"
The Smokey Blue, which consists of Aberdeen Angus beef topped with a blue cheese flavoured mayonnaise, Applewood smoked bacon and tangy steakhouse sauce, is a gourmet follow-up to The Angus, which launched in November last year.
The campaign also includes a website, which allows users to be transformed into their posh alter-ego by uploading a photo. You can view the website .
David Kisilevsky, senior marketing director of Burger King in North-West Europe, said: "We are delighted to be introducing this new gourmet Smokey Blue Angus to our menu.
"Customers can also have fun on the interactive website making themselves look 'posh' -- I was quite surprised by how I turned out!"