Burger King is taking out full-page cover ads Tuesday featuring its king character to promote its new Grilled Dogs. The latest addition to the chain's permanent lineup was announced earlier this month and officially launches Feb. 23.
Burger King plans to cover the NY Post, NY Daily News, Chicago RedEye, Metro Philly, San Francisco Examiner, Houston Chronicle and Express DC with its advertising. The text next to the king character reads: "THE KING'S GOT A WHOPPER… and we're not talking about burgers."
The print marketing is the latest way Burger King is trying to spread the word about what Burger King North America President Alex Macedo described as "the Whopper of hot dogs" during a launch event.
Other elements of the promotional push have included comical training videos starring Snoop Dogg and Charo and a line of hot dog emojis. This is the first time in recent memory the chain has run a major print push. Agencies involved in the project include Horizon, Code and Theory and Alison Brod Public Relations.
Read more about the King hitting newspapers on Adage.com.