Burger King is launching a TV and point-of-purchase campaign for a limited-time product, BK Fire-Grilled Ribs, which will be served with a barbecue dipping sauce in three serving sizes. The Miami office of Crispin, Porter + Bogusky handles.
The 30-second TV ads make fun of the "when pigs fly" adage, with a pig with wings convincing a Burger King guest that the restaurants now serve bona fide BBQ ribs.
John Schaufelberger, SVP of global product marketing and innovation at the company, said the initial reaction to this product was strong, "further validating the Burger King system's investment in our new ... broiler. Because of this proprietary cooking technology, we've been able to up the ante in our product development across the board," he said in a statement, adding that the BK Fire-Grilled Ribs is the first of several new products to come off of the cooking platform.
The ribs can be added as a three-piece serving to a BK Value Meal for an additional $1.99. As stand-alones, the company is offering the ribs in three serving sizes for $2.99, $5.69 and $7.19.
The company is also hitting the track with a NASCAR promotion around what used to be called the Firecracker 400, the famed July 3 race at Daytona Speedway, now called the Coke Zero 400.
The Miami-based QSR chain, which sponsors the No. 14 car driven by Tony Stewart, will allow consumers to have their signatures grace the BK-branded hood of the vehicle for the race, which he won last year. The promotion, "BK Sign & Race" includes a Web site, KBSignandRace. com, where people can submit their signatures.
The site enables participants to zoom in on the Burger King logo to see how their signatures will be incorporated, and then lets them disseminate the image on social media sites like Facebook and Twitter as well as email.
A second phase post-race dangles the chance to own a BK-branded hood of No. 14 car. The hood will be auctioned online through the Sign & Race Web site.
Burger King Corp.'s sponsorship of Stewart will continue in August with a four-week, in-restaurant promotional campaign, playing off of Stewart's nickname, "Smoke," and highlighting the Smoky Cheddar Steakhouse XT burger.