Industry News | September 27, 2001

Burger King Uncovers Peel-And-Win Game

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Burger King Corporation today announced the launch of its instant win "Cash Is King'' promotion with almost $2 million in cash prizes along with tens of millions of great tasting food prizes, available at participating U.S. restaurants Oct. 1-28, or while game piece supplies last. Game pieces will be affixed to large and king-size fry cartons, 22- and 32-ounce paper cups, and 32- and 42- ounce plastic cups. Burger King® customers peel the labels back to win cash, free food or free upsizing immediately.

"This game is unique as it gives Burger King® customers immediate, on- the-spot redemption for outstanding prizes,'' said Chris Clouser, executive vice president and chief global marketing officer for Burger King Corporation. "The odds of winning are very favorable one-in-three, with chances of winning doubled when customers purchase a large or king size Burger King® value meal. We are making this a very attractive and generous game for Burger King® customers.''

One $1 million prize is available, 100,000 customers can win $5 prizes, and almost half a million others can walk away with $1 prizes instantly. Fifty million food and frozen Coca-Cola® prizes will also be offered.

The game, which was developed by Surge at Draft Worldwide and its subsidiary, D.L. Blair, has been created with the highest level of security and scrutiny from independent legal counsel and independent auditors.

The Burger King® "Cash Is King'' game will be promoted on air as well as with in-restaurant merchandising. Complete game rules and instructions are posted in each restaurant. As with all prizes associated with this game, the last day to claim the $1 million prize is December 31, 2001. Who will ring in New Year's Day 2002 as the million dollar winner?