Burger King puts focus on choice

Burger King is embarking on a customer-focused £10m ad campaign with the strapline 'You're the boss'.

The activity is designed to remind consumers they can customise the chain's burgers: the firm claims there are more than 1000 ways to order a Whopper burger.

The line will replace the 18-month-old 'Got the urge' endline, which Burger King dropped after a review of its advertising and marketing strategy.

Delaney Lund Knox Warren (DLKW) has retained the £11m business.

Paul Reynish, marketing director at Burger King, said the ads would 'encapsulate the philosophy that we treat customers as individuals'.

DLKW has created seven spots based on a concept developed by Burger King's US agency, Crispin Porter & Bogusky.

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