Burger King Restaurants of Canada plans to launch a TV, radio and online advertising campaign next week in support of its new Jalapeno and Cheddar BK Stuffed Steakhouse sandwich.
The burger, made from a patty that includes jalapeno peppers and cheese, was introduced to in Canada in mid-February and will be available until early spring. Burger King will unveil the advertising campaign to support the new menu item on Monday.
The television spot features several images of the product cooking on a grill, accompanied by a voiceover that lists off its ingredients and refers to the BK Stuffed Steakhouse as “the first burger that’s fiery from the inside out.”
The spot was initially created by Crispin Porter + Bogusky for the U.S. version of the campaign, which launched earlier this year. Toronto-based Taxi 2, Burger King’s agency of record in Canada, adapted the commercial for the Canadian market.
“What we wanted to do is go with food footage on this product, because it sells itself and it appeals to our target audience of 18-34 year-old males,” said Cameron Loopstra, senior marketing manager for Burger King Restaurants of Canada.
Taxi 2 also developed radio creative for Canada. In the radio spot, a man tries to convince his wife that he’s ready for a BK Stuffed Steakhouse sandwich for dinner despite having had one for lunch.
Loopstra said past successes with specialty menu items such as the Whiplash Whopper encouraged Burger King to introduce the new sandwich.
“We’re selling a lot more of these premium items,” Loopstra said. “So from a strategic standpoint we want to make sure that we’re hitting [consumers] with them,” said Loopstra. “Our guests are telling us that these items are important to them.”
