Burger King hires Cake and Cohn & Wolfe to enhance food credentials

Fast-food giant Burger King has made a dual agency appointment as it aims to become known for 'the best quality burgers on the high street'.

Burger King: rolling out urban 20/20 restaurants
Burger King: rolling out urban 20/20 restaurants

The chain has hired Cake as its UK and Ireland consumer agency and Cohn & Wolfe to handle UK and Ireland corporate and public affairs.

Both consumer and corporate were formerly handled by Cow. This is the first time that public affairs is being handled on a UK and Ireland level.

Cake is charged with driving the brand’s ‘quality food positioning’ in the UK, as well as running a full-service press office. Cake will also work with Burger King’s new ad agency, CHI, to produce fresh campaigns.

Cohn & Wolfe will be supporting the brand’s corporate initiatives, such as the move to display calorie information on its menu boards in the UK as part of the Government's 'responsibility deal'.

Helena Smales, EMEA comms manager, said: ‘In 2012, Burger King is about a strong, renewed focus on producing the best quality burger on the high street and a comparable restaurant experience through the new urban and contemporary 20/20 restaurant designs.

'All consumer communication will be underpinned by a more transparent, responsible corporate and public affairs approach.’

The agencies, which were selected following a five-way competitive pitch, will report to Smales and UK and Ireland marketing director Jo Blundell.

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