Burger King gets Angry on radio

Burger King Restaurants of Canada today launched a new radio spot as part of a multimedia campaign in support of its Angry Whopper sandwich.

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Burger King Restaurants of Canada today launched a new radio spot as part of a multimedia campaign in support of its Angry Whopper sandwich.

The spot, developed by Toronto agency Taxi 2, features a male narrator explaining how the Angry Whopper burger – a limited-edition menu item with spicy jalapenos and onions – causes him to fly into a rage. As the man gets progressively angrier, a female voice repeatedly interjects to replace his words with softer alternatives such as “unicorns” and “marshmallows.”

To accompany the new radio spot, Burger King has re-launched television and online creative, also developed by Taxi 2, from Angry Whopper campaigns from the previous three years.

Cameron Loopstra, senior marketing manager for Burger King Restaurants of Canada, said the new radio work provided an effective local complement to a campaign that has already proven its worth.

“The reason we’ve gone back to some of the things we’ve used before is the success we’ve had,” said Loopstra, who added that comparable sales at Burger King restaurants increased by more than 10% during the first edition of the advertising campaign, more than 4% in its second iteration and more than 3% in the third. “Obviously there’s efficiencies to this as well. It’s not broken, so we want to keep utilizing it.

“The thing about the radio is that it’s effective in driving sales in local markets. (The spots) have a playfulness and we wanted to change it up to break through a little bit.”

Although the new radio component is English-only, the re-launched TV and online creative is also running in Quebec, where French-speaking actors give voice to what Loopstra described as a similar script.

“[The campaign] seems to resonate well with Quebecers,” he said.

Angry Whopper sandwiches went on sale at Burger King last week in advance of the advertising campaign.

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