The perfume, called ‘Flame’, is fronted by Piers Morgan and is being launched today. The accompanying advert features Morgan lying by an open fire, topless and wearing a giant medallion.
The Daily Mail ran the story on page three today with the headline ‘Piers the beefcake (with a whiff of fakery)', while the Daily Mirror used the tagline ‘Is this the hammiest ad ever?’.
The campaign is being handled by Burger King’s retained agency Cow PR. Cow account executive Jenni Hayward denied the campaign was a PR stunt and said that the perfume would be available to buy at 15 locations across the UK.
The account is being headed up by associate director Helena Smales.
Burger King marketing director for UK & Ireland said of the launch: 'Customers love the taste of our world-famous flame-grilled beef, so we've bottled a hint of it to help people enjoy its unique power as a scent of seduction.'
Last year Burger King launched the world's most expensive burger. The flame grilled Wagyu Beef, topped with white truffles in an Iranian saffron and truffle bun, went on sale last June.