Keeping the avocado in the fast food spotlight, Burger King Corp. launched a fresh marketing direction with the emphasis on its menu, which for a limited time includes the California Whopper – and California Whopper Jr. – featuring guacamole.
The guacamole burgers come on the heels of the Subway restaurant chain’s summer promotion that offered customers the option of avocado spread on its sandwiches. Even though the Burger King guacamole isn’t made fresh at each location, the California Avocado Commission officials believe the new campaign will keep the fruit in the forefront with consumers.
“By creating the usage concept for consumers and keeping the avocados out there in the eye of the public it can only be a good thing for overall consumption numbers,” said Jan DeLyser, vice president of marketing for the commission in Irvine, Calif..
DeLyser said when consumers see restaurants using avocados and avocado products it reminds them that they can use the fruit when they are cooking at home.
As of Aug. 22, Burger King officials declined to comment on the amount of avocados and fresh produce the chain uses.
The introduction of the California Whopper, which includes Swiss cheese and bacon along with the guacamole, is hitting television screens and billboards across the nation as Burger King says so long to its mascot, The King. No longer will the big-headed character be wielding his scepter or peeping into windows during Burger King’s commercials.
The fast food chain, purchased by the global investment firm 3G Capital less than a year ago, recently switched ad agencies. It ditched Crispin, Porter & Bogusky, the company behind the commercials with what many media observers referred to as that “creepy king guy,” for McGarryBowen, which created a new line of TV spots that reflect Burger King’s new “food-centric” approach.
The new spots started airing nationwide Aug. 20 and feature a montage of shots of fresh avocados, lettuce, tomatoes and other fresh produce being sliced and chopped. The new commercials with upbeat music and limited voiceovers are expected to attract the attention of health-conscious moms.
Based in Miami, Burger King Holdings Inc. reported in early August that U.S. sales dropped by 5.3% in the second quarter this year compared to the same period last year. The chain is working to improve market share and public perception, which, according to a USA Today poll, shows consumers favoring McDonald’s, Subway and KFC over Burger King when it comes to “perceived fast food quality.”