Burger King backs the burger with launch of new campaign

LONDON - Burger King has hit back in defence of the burger with a ‘celebrate the burger' promotional campaign.

The restaurant chain has launched the campaign as part of a push to customers to promote the healthy side of its meals.

The 'Celebrate the Burger' booklet, created by advertiser Delaney Lund Knox Warren, has been distributed to more than 600 restaurants over the UK and Ireland and will be a permanent feature as part of an ongoing dialogue with consumers.

The eight page booklet argues that a burger is not the "monster" it is made out to be, but also reminds customers that it should not be eaten morning, noon and night.

David Kisilevsky, Burger King senior marketing director for North West Europe, said Burger King produced the leaflet to communicate its passion for burgers and to promote the quality of the ingredients.

"When we have the opportunity to talk to customers, we pride ourselves on telling it how it is," he said.

The booklet finishes with a love heart on the back page and the words "Permission to love Burger King Burgers" surrounded by all the reasons why people should, including the fact that it is 100% beef, flame grilled and made from whole cuts.

Last year Burger King came under fire from Sustain's Children's Food Campaign, which complained to the Advertising Standards Authority about the burger giant's television ad showing men singing the praises of its Double Whopper.

The charity argued that the ad suggested overeating was manly, which went against the CAP's code that says ads must not encourage nor condone excessive consumption of food.

The advertising watchdog banned Burger King's "manly" advertisement in January this year, not because of complaints that it encouraged overeating, but that the burger in the ad appeared larger than the product sold in their outlets.

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