Burger King is launching its New King Deals Menu with a nationwide campaign and corresponding PR initiative – the “New King Deals Shootout” to be held at minor league hockey arenas across Canada.
The New King Deals Menu, which offers 10 items starting at $1.39, will be a permanent fixture at the chain. It features three new burgers developed specifically for the menu – the Jalapeño Cheeseburger, Rodeo Burger and Crispy Chicken Jr. Sandwich. It also includes the Whopper Jr. Sandwich, soft drinks, onion rings and sundaes.
Elements of the national campaign, developed by Burger Kings’ creative agency of record Sid Lee, include TV, radio, out-of-home, digital and social media. The campaign launches Monday and will run for four weeks. Similar work is planned for Quebec.
“Across North America, the value menu has become more and more important. Consumers are constantly pressured to do more with less,” said Alison Fletcher, director of marketing for Burger King Canada.
“There are a lot of different places where people are thinking about eating, and when they’re out enjoying themselves, it’s one of the best times to get in front of them and introduce them to something new. Whether you’re at home watching TV, watching TV on your phone, or driving your car with the radio on, we want to be in those places where consumers can be found.”
The brand is also kicking off a national public relations campaign developed by Pilot PMR in collaboration with minor the OHL, QMJHL and WHL hockey leagues.
The “New King Deals Shootout” is a series of events set to be held at community arenas. Someone from the stands will be selected to put on goalie equipment and try their luck against a star player from the team. If they succeed in stopping at least one puck, the entire arena receives a voucher for a free item off the New King Deals Menu.
“We were really trying to find a way to connect with local communities. For a brand like us, it’s difficult to get out there and have one-on-one interactions with community members. We thought it would be a great opportunity to meet up on-on-one, and there’s a huge overlap between hockey lovers and burger lovers,” said Fletcher.
The shootout events are taking place at 10 arenas from coast to coast beginning March 21 in Kingston, Ontario.