DLKW unveils Burger King ad

Delaney Lund Knox Warren & Partners is to use American-themed ads to push Burger King's heritage as the home of the quality hamburger.

A new ad, launching later this month, promotes Burger King's Double Melt range and will introduce the key themes that DLKW will incorporate into all future brand advertising.

Paul Reynish, the marketing director at Burger King, said: "A marriage of American values with a British sense of humour delivers an entertaining spot that we're confident will drive traffic for this new range."

The commercial opens with an all-American mother reading the children's book Little Red Ridinghood to her daughter in bed.

As she starts to read, she hears her husband come home with a Burger King meal, prompting her to race through the story using only a few words to summarise the whole tale.

She then switches off the bedroom light and races downstairs, leaving her daughter surprised. The ad runs with the strapline "Got the urge, get to Burger King" and features an exploding company logo representing flame-grilling.

The campaign was written by Jon Elsom and art directed by Ken Sara. It was directed by Howard Shur through Independent Films. Carat handles the media planning and buying.

In January, Burger King UK made Reynish its head marketer in the wake of his predecessor Anna Joseph's sudden resignation at the end of last year. Joseph left after just three months, having joined as the marketing director from Marks & Spencer. Reynish joined the UK team late last year but has worked for the fast food chain for seven years, mainly in Australasia.

Operating profits for Burger King fell 29 per cent to £79 million over the six-month period ending 31 December.