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Marketing campaign for kids meal will tout healthier selections on menu
By Lauren Shepherd
Associated Press
Published on Tuesday, Jul 01, 2008
NEW YORK: After watching its bigger rival McDonald's Corp. try to woo Mom, Burger King Corp. on Monday launched a new marketing and promotional campaign meant to grab her attention.
''A large part of our customer base is parents with children,'' said Russ Klein, president of global strategy, marketing and innovation. ''As a parent, the challenge is always trying to get the kinds of things you want to but have some dimension of fun.''
The company has introduced a kids meal featuring a 4-ounce serving of Kraft macaroni and cheese, low-fat milk and the company's Fresh Apple Fries, which are uncooked apple slices shaped like french fries and served with low-fat caramel dipping sauce. The meal sells for $3.49 and will be a permanent fixture on Burger King's menu.
The launch will be followed by an in-restaurant merchandising and television ad campaign, with the first commercial airing Monday. That spot will introduce ''Little King,'' meant to be the masked king's young son.
The company will be offering free samples of its apple fries through July in New York, Los Angeles, Chicago, Miami and Houston. Burger King will also give away samples at Jonas Brothers concert tour sites. Burger King is an official sponsor of the group's ''Burning Up Tour'' and will be offering some free tickets to the concerts.
Klein declined to specify the value of the advertising and marketing effort, saying only that the company will spend millions ''supporting this vehicle.''
Burger King certainly isn't the first fast-food restaurant to try to convince moms to listen to the pleas in the back seat for fast food. McDonald's launched a public relations campaign targeted to mothers last year in a bid to neutralize criticism that the company's food is a contributor to childhood obesity.
Zack's Investment Research senior analyst Anne Northrup said McDonald's has been ''a trailblazer'' in changing the perception that fast food is an indulgence that will likely lead to gaining a few extra pounds.
But convincing parents to correlate healthy eating with the home of the Whopper may not so be easy, particularly since Burger King has been lambasted by critics for not switching to trans-fat free oil as fast as some of its competitors.
NEW YORK: After watching its bigger rival McDonald's Corp. try to woo Mom, Burger King Corp. on Monday launched a new marketing and promotional campaign meant to grab her attention.
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