• Ad Age , Wednesday, August 27, 2008 10:15 AM

Burger King is launching new TV spots that depict its King as a "reverse pickpocketer" who puts money back into consumers' wallets. It is also adding new items priced at $1.39 to its BK Value Menu -- the "Cheesy Bacon BK Wrapper" and the "Spicy Chicken BK Wrapper" -- that are similar to those already on the menu at McDonald's, Wendy's, KFC and Taco Bell.

Smaller, lower-cost items on fast-fooders' value menus are one of the results of a long year spent haggling over the double cheeseburger. Although McDonald's has credited the double cheeseburger that anchors its dollar menu with much of the company's turnaround, it is running tests of the sandwich at higher prices. Franchisees at the chain have additionally expressed an unwillingness to put ad dollars behind a loss leader, and favored higher-margin items in some regional advertising efforts.

Burger King has also battled franchisees over the double cheeseburger on its value menu. A test of the product for $1 was pulled.

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