Burger King pulls poster offensive

A nervous Burger King has pulled a controversial poster campaign launched this week after criticism in the national press.

A nervous Burger King has pulled a controversial poster campaign

launched this week after criticism in the national press.

The fast food giant launched the posters on Monday morning outside the

north London headquarters of McDonald’s, in what was meant to be an

aggressive attack on its arch rival.

The posters were created by Ammirati Puris Lintas and were designed to

run solely in the UK. Two executions, ’’king tasty’ and ’clever

burgers’, attracted attention in Tuesday’s national press, with the

Express and the Daily Star predicting massive complaints about the

obscene undertones to the Advertising Standards Authority.

Then, in a bizarre twist, a hoax call was made to Burger King’s poster

contractor, Posterscope, stating that the ASA had ordered the removal of

both posters. Caroline Crawford, the ASA’s communications director,

explained: ’Someone contacted Burger King through its poster agency

instructing it to black out the campaign. We gave no such


She continued: ’However, we always welcome companies being responsive to

apparent misinterpretations of their advertising.’

Despite the lack of complaints and the absence of an ASA ban, sources

say Burger King has taken it upon itself to remove the ads because of

misgivings at its parent company, Diageo. The ’’king tasty’ and ’clever

burgers’ executions were being withdrawn this week.

However, a Burger King spokeswoman denied the U-turn was a response to

the press controversy or the hoax call, insisting Burger King’s media

strategy had always been to rotate its ads.

She said. ’This is a very fast-moving rotation campaign. In our next

stage we will be focusing greater attention on McDonald’s. There will be

more work on Monday with TV and radio ads.’

No-one at APL was available for comment. Burger King moved its

advertising account from DMB&B to APL last February.

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