Cow to refresh Burger King in UK

Burger King has, fittingly, hired Cow PR as its first retained UK consumer agency as the fast-food giant moves to rebuild its brand in the country.

Burger King UK and Europe consumer and brand manager Lesly Hughes said Cow was preparing a 'proactive UK consumer brand-building campaign' around Burger King's 'Have it your way' slogan. The company's target is 18 to 34-year-olds.

'We are in a very competitive market and hope to make sure we increase our share of stomach,' Hughes said.

Cow prevailed in a five-way pitch that included Exposure and Euro RSCG Leedex, which has worked on a project basis for Burger King. The account is understood to be worth around £150,000.

Burger King's consumer promotions have courted some controversy in recent months. The healthy eating lobby attacked the company for the US launch in March of its 730-calorie Enormous Omelette Sandwich, a bun filled with cheese, egg and sausage. It is not yet available in the UK.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in