Industry News | March 28, 2005

Burger King Introduces Two New Breakfast Sandwiches

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First thing this morning, Burger King Corporation will launch the newest additions to its line of flavorful and indulgent breakfast sandwiches: the Enormous Omelet Sandwich and the Western Omelet Croissan’wich. “In our Have it Your Way tradition, we asked our guests what they wanted. They told us they wanted to have breakfast on-the-go, but were tired of less-than-satisfying breakfast sandwiches,” says Russ Klein, chief global marketing officer at BKC. “By expanding our breakfast sandwich menu, Burger King restaurants now offer even more alternatives for our guests who want a convenient and filling breakfast.” Layered with two omelet eggs, sausage, three strips of bacon, and two slices of melted American cheese, all on a specialty bun, the Enormous Omelet Sandwich is designed to satisfy the heartiest of breakfast appetites. “The Enormous Omelet Sandwich is everything people love in a breakfast sandwich, but twice the size and twice as satisfying,” says Denny Post, chief concept officer at BKC. “It tested extremely well with consumers, and we’re sure our guests will enjoy waking up to an unmatched breakfast sandwich like this.” The new Western Omelet Croissan’wich features fire-grilled onions, ham, and melted American cheese layered inside a folded egg all on a croissant. The latest addition to the popular Croissan’wich line will be available through May 8, 2005.

The new breakfast sandwiches are being launched with two 15- and 30-second television spots, “Dog” and “Curtain.” In “Dog,” a man wakes to the sound of the family dog scratching at the door. Upon opening the door, the sleepy-eyed man finds The King offering a Western Omelet Croissan’wich. “Curtain” takes viewers inside the home of a family beginning its day. As a man lifts the shades to let in the morning light, he finds The King standing at his window with the Enormous Omelet Sandwich in hand. The spots were created by Miami-based advertising agency Crispin Porter + Bogusky.

“The King has long been a popular icon of the Burger Kingbrand,” says Klein. “The latest commercials in our WAKE UP WITH THE KING™ campaign have given us another opportunity to use The King in surprising breakfast situations that bring fun and humor to our ads.”