LONDON (Brand Republic) - Burger King has appointed Minneapolis-based Campbell Mithun to handle its $80m kids advertising account in the US, following a three-way pitch.
It is expected to create a campaign to launch in June aimed at kids aged between 7 and 13, who count for one third of the restaurant chain’s business.
Campbell Mithun won the business over Grey Worldwide and incumbent Lowe Lintas & Partners, which had held the account for six years.
Richard Taylor, vice-president of US marketing for Burger King, said Campbell Mithun’s work had scored well in tests with children.
Burger King began its agency review process for its advertising to kids and adults, which has a combined budget of $400m (£272m), in September. Last week, it awarded McCann-Erickson, New York, the adult account.
Campbell Mithun’s other clients include General Mills cereals, Hostess snack cakes, Minute Maid juices and K-Mart Kids. It is an Interpublic Group of Companies-owned agency.
Burger King has more than 11,310 restaurants worldwide and had sales of $11.4bn (£7bn) last year.