Burger King has gotten plenty of promotional mileage out of taking lighthearted jabs at its rivals. While most of those are aimed at other burger joints, now the King is taking on KFC’s Colonel to promote the chain’s grilled chicken sandwich.
An ad starts with a voice-over with a southern accent talking about flame grilling chicken, as the video shows a hand picking out a white suit and tightening a belt buckle. The voice says the only way to get the best is “KFG.” Pan up and we see the King dressed in the white suit as the “King of Flame Grilling.”
Says the voice over: “When it comes to flame grilling, the King always outranks the Colonel.” The logo at the end states that “It’s Flame-Grilled Good” as it echoes KFC’s catch phrase.
Burger King guests can also find limited edition KFG sandwich wrappers starting today (21 February) at select restaurants in Kentucky, Miami, Los Angeles and New York.
“Burger King has been flame-grilling since our first restaurant opened in 1954 – we have over 60 years of grilling expertise under our belt,“ said Chris Finazzo, president, North America at the Burger King Corporation. “We wanted to celebrate this expertise and show that when it comes to flame-grilling, we ‘reign’ over the competition.”
The new grilled chicken sandwich is available at participating Burger King restaurants nationwide as a permanent menu item.
This ad is the latest in Burger King's history of producing buzz-worthy ads. The Drum counts down their most impacting campaigns here.