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"We were looking for an agency who could help us connect with kids and their families, which represent about one-third of our business,'' said Richard Taylor, vice president of marketing in the U.S. for Burger King Corporation. "Campbell Mithun created a campaign that extols the great taste of our food while communicating the fun and unique play value of the toys featured in our promotional tie-ins.''
Burger King Corporation began its agency review process for both its general-market adult and kids targets in September. Last week, McCann Erickson was awarded the general market adult advertising business for the US. Concurrently, Campbell Mithun, Grey Worldwide and Lowe Lintas (incumbent) were named the finalists for the kids business. During the past week, consumer research for the kids advertising business was conducted in geographically dispersed areas.
Campbell Mithun has extensive kids advertising experience including compelling work for General Mills cereals, Hostess, Minute Maid and K-Mart Kids. The agency has also resources devoted exclusively to kids consumer understanding and advertising including "Kidseis", an on-line focus group comprised of teens and tweens to react and provide immediate feedback to advertising concepts.