DLKW holds on to £11m Burger King business

Delaney Lund Knox Warren & Partners has retained the £11 million Burger King account after a four-way pitch.

The agency fended off challenges from Miles Calcraft Briginshaw Duffy, Rainey Kelly Campbell Roalfe/Y&R and Ogilvy & Mather to hold on to the main advertising account, while also picking up more Burger King below-the-line business. Its direct arm, DLKW Dialogue, will work on this portion of the account.

The agency has been briefed to achieve more brand consistency across the fast-food range and is working on a campaign idea to stretch across digital, direct and in-store platforms, as well as traditional media.

The strapline it introduced 18 months ago, "Got the urge", will also be reviewed.

Previously, DLKW has used an American theme to push Burger King's heritage as the home of quality hamburgers. A development along these lines is one of those being considered for the new strategy.

The pitch was called in June and followed the arrival of the new marketing chief, Andrew Brent, who took up the role of chief marketing officer at Burger King International in April. Paul Reynish, the former head of marketing, was also promoted to marketing director last year.

Alex Kuropatwa, the joint managing director at DLKW, said: "What's great is that we now have the chance to do something much bigger for Burger King - create a big, populist idea that goes the whole nine yards from TV, to in-restaurant, to digital, to local marketing. There is much excitement."

On the back of the obesity crisis and to cope with the increasing demand for low-fat fast food, Burger King has had to introduce healthier product lines, such as salads and sandwiches.

In June, it announced a new Premium Tastes line, with products such as oven-baked, lower-fat fries and flame-grilled fresh pineapple designed to appeal to health-conscious consumers.

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