Roanoke Times Copyright (c) 1995, Landmark Communications, Inc. DATE: THURSDAY, October 21, 1993 TAG: 9310210094 SECTION: BUSINESS PAGE: B8 EDITION: METRO SOURCE: STUART ELLIOTT THE NEW YORK TIMES DATELINE: NEW YORK LENGTH: Medium
The company, the No. 2 fast-food chain behind McDonald's, said Wednesday it would put into review the bulk of its domestic advertising account, which has been handled by D'Arcy Masius Benton & Bowles.
Burger King's decision epitomizes the fierce competition among the nation's fast feeders, which is intensifying as customers, more value-conscious than ever, insist they want the steak instead of the sizzle.
DMB&B, which has been responsible for an estimated $150 million to $175 million of Burger King's $250 million account, created the current campaign carrying the theme, "I Love This Place!" The agency said it would probably not participate in the review.
DMB&B's expected absence sets up, pardon the expression, a feeding frenzy among other agencies. One shop eagerly tying on its bib is Saatchi & Saatchi Advertising in New York, which has shared the account with DMB&B since 1989.
Trade publications had speculated for some time that Burger King would join the ranks of agency changers among advertisers in competitive consumer-product categories like restaurants, soft drinks and cars.
The company's penchant for switching shops and slogans has been accelerated by often quarrelsome relations with its franchisees, who have been notably vocal in complaining about DMB&B's work.
This time, however, the change stemmed from a decision to seek "a fresh approach to our advertising campaign that will reflect the company's `back to basics' philosophy," Sidney Feltenstein, executive vice president of worldwide marketing at Burger King Corp. in Miami, said in a statement.
His reference was to a marketing strategy that the company adopted only 2 1/2 weeks ago, focusing on an "everyday value" approach to pricing that emphasizes lower-priced basic fare and specially priced combination meals.
Burger King has long been reluctant to stress value rather than glitzy advertising or gimmicky giveaways, even though consumers, feeling economically pressed, have been signaling for some time that saving money takes precedence when eating out.
Chains like Taco Bell, which advertises menu items at everyday low prices, and Rally's, with a pared menu, have blazed a trail their larger rivals find themselves forced to follow.
by CNB