It's TenderCrisp(TM) ('TC') Versus Spicy TenderCrisp(TM) ('Spicy')
in 'The Ring'
MIAMI, Oct. 18 /PRNewswire/ -- Subservient Chicken is Baaaaack ... Times
Two! Burger King Corporation today announced the launch of a new ad campaign
that brings back the Subservient Chicken in a winner-take-all world
championship title fight between Burger King Corporation's two premium chicken
sandwiches the TENDERCRISP(TM) and Spicy TENDERCRISP(TM).
(Logo: http://www.newscom.com/cgi-bin/prnh/20031014/BKLOGO )
The "Chicken Sandwich World Championship" campaign chronicles the road to
the world championship belt from training and weigh-in to the actual "Friday
Night Fight" event on Direct TV's Pay Per View November 5 at 10 p.m. Direct
TV Pay Per View viewing will be free and the fight will also be simulcast at
http://www.chickenfight.com .
"Ultimately -- and in true HAVE IT YOUR WAY(R) spirit -- it will be the
consumer who decides which chicken sandwich will take the title," said Russ
Klein, chief Marketing Officer, Burger King Corporation. "We know we have the
best, world-class chicken sandwiches in the industry, and this campaign
confidently touts the superiority of these sandwiches in a fun and humorous
way."
Beginning today, consumers can go online to http://www.chickenfight.com
and vote for their favorite chicken and, of course, support their "chicken of
choice" with their visits to BURGER KING(R) restaurants.
In one corner, representing the Original TENDERCRISP(TM) Chicken Sandwich,
is "TC," a 5.2-oz whole chicken breast filet fried to golden perfection,
served on a Corn-Dusted Bun and topped with fresh lettuce, juicy red ripe
tomatoes and creamy mayonnaise. In the other corner, "Spicy," representing the
Spicy TENDERCRISP(TM), which pairs the popular TENDERCRISP(TM) chicken filet
with a rich and bold spicy sauce made of aged cayenne pepper, mayonnaise and
other high-quality ingredients.
"The campaign is meant to be tongue-in-beak, playing off of America's
fascination with epic battles," said Klein. "The spirit of this campaign will
evoke a feisty competitiveness between these two world-class champions,
inviting consumers to rally around their favorite sandwich. We are confident
that it will capture the attention of consumers who crave variety and want to
treat themselves to the best."
About Burger King Corporation
The BURGER KING(R) system operates more than 11,220 restaurants in all
50 states and in 61 countries and territories around the world. Ninety-one
percent of BURGER KING restaurants are owned and operated by independent
franchisees, many of them family-owned operations that have been in business
for decades.
Burger King Holdings, Inc., the parent company, is private and
independently owned by an equity sponsor group comprised of Texas Pacific
Group, Bain Capital and Goldman Sachs Capital Partners. In fiscal year ending
June 30, 2004, Burger King Corporation had system-wide sales of $11.1 billion.
To learn more about BURGER KING, please visit the company's website at
http://www.burgerking.com .
SOURCE Burger King Corporation
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Related links:
http://www.burgerking.com
http://www.chickenfight.com
Photo Notes:
NewsCom:
http://www.newscom.com/cgi-bin/prnh/20031014/BKLOGO
AP Archive: http://photoarchive.ap.org
PRN Photo Desk, photodesk@prnewswire.com
Company News On-Call:
http://www.prnewswire.com/comp/124650.html
CONTACT:
Laina Kawass, Burger King Corporation,
+1-305-378-7277
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