The fast-food giant is preparing for the national launch of The Big Tasty, a permanent addition to its menu, which it hopes will tempt more upmarket diners into its restaurants. The burger has already been on trial in 12 of its outlets.
The Big Tasty, a piece of beef topped with Emmenthal cheese, lettuce, tomato and onion, encased in a seeded bun, will be marketed with a seven-figure spend, including TV ads through Leo Burnett.
Positioned under the slogan 'Big on Taste', the Big Tasty advertising will break on November 4.
Costing between £2.59 and £2.69, The Big Tasty will sit alongside the Chicken Premiere at the opposite end of the McDonald's menu to the McChoice value range.
At about 70p more than the Big Mac, it will be the first permanent UK menu item to have been developed by the company's European team.
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