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Burger King Canada has launched new television spots touting its “Stacker” sandwiches, continuing the quick-service chain’s emphasis on promoting premium menu items.
The 15-second spots launched today in English and French and feature a team of “hungerologists,” scientists investigating what the commercial dubs “empty stomachitis.” The cure for the fictitious disease is presented in the form of Burger King’s Double, Triple and Quad Stacker sandwiches, so named for the number of beef patties they contain.
The spots, which include the tagline question “What level is your hunger?” were developed by U.S. agency Crispin Porter and Bogusky and adapted for the Canadian market by Toronto shop Taxi 2.
Cameron Loopstra, senior marketing manager for Burger King Canada, said the Canadian creative is more focused on the product, whereas the U.S. version highlights price point.
“It’s been a few years since we promoted Stacker on-air, so we felt it was a good opportunity,” said Loopstra. “Obviously there are efficiencies in grabbing that creative from (the U.S.) and making sure it makes sense for us.”
The Stackers campaign follows a series of radio spots launched in May that promoted Burger King’s Angry Whopper. In February, the chain used multiple media, including television and radio, to advertise its Jalapeno and Cheddar BK Stuffed Steakhouse sandwich.
“We continue to look for ways to promote these indulgent sandwiches, because basically our guests are looking for it,” said Loopstra.
Initiative Media handled the media buy for the Stackers campaign, which focuses on specialty television.
