McDonald's made a big song and dance about the launch of its lamb burger last year before removing it from the menu due to poor sales. But that hasn't stopped Burger King from trying, and it's playing up the premium nature of its new King's Collection product and aiming to show that "every man can eat like he’s rich, including the rich" with the help of its new spokestoffs: the frightfully wealthy stereotypical British aristocrats Sir Roger Poppincock and Baron von Cravat.
Created by ColensoBBDO and Nick Ball from Finch, the two characters sit in a booth and discuss how "awfully new, terribly delicious and jolly top-notch" the new Lamb Burger is. The campaign includes outdoor, radio, 1 x 30” and 1 x 15” TVC plus web only video content. And while BK isn't generally regarded as high-end dining, the new mascots will no doubt help attract the elusive super-rich target market.
“When I first met Sir Roger Poppincock and Baron von Cravat I was blown away," says Levi Slavin, creative director, Colenso BBDO. "I'd never met anyone who had actually dated the Queen. Now I'm fortunate enough to know two. We look forward to many more gold-plated adventures as the two represent Burger King's premium range in 2014.”
This campaign follows on from the well-received and very meta pre-roll campaign from late last year, which featured 64 unique videos that called out pre-roll ads for being a nuisance.