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.