BK STACKERS INTEGRATED CAMPAIGN

In July 2006, BK introduced a new burger, the BK™ Stacker. Miniature laborers, known as the Stacker’s Union, were introduced in the advertisements. A television campaign promoting the Stacker’s Union was launched on July 1, 2006. Stacker posters were posted in-store and near construction sites to gain public support. At the same time, a web site of the Stackers history and traditions surfaced. Collectible Stacker figurines were made available on the site. A behind the scenes video was also posted online to create additional buzz around the characters. A Direct TV spot ran late night to promote the site.

The Launch of BK™ Stackers was a success. During the advertised period the system averaged 60 units per day, exceeding forecast & delivering incremental sales and profitability. Triples and Quads accounted for over 40% of total Stackers sold. Advertising efforts generated strong awareness and trial of the BK™ Stacker among target consumers. Awareness and trial of the BK™ Stacker was significantly above norms and ranked among the best programs tested over the past two years. The ads were particularly memorable, with a majority of target consumers playing back the stacker-building theme.

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