BK Tee Vee

BK Tee Vee

the BK Tee Vee logo
Agency: D'Arcy Masius Benton & Bowles
Client: Burger King
Product(s): BK Dinner Baskets
Value menu
Product tie-in
Year: 1991-1993
Slogan(s): I love this Place!
Your Way, Right Away
Performer(s): Dan Cortese
Kid 'n Play

BK Tee Vee was Burger King's MTV-inspired advertising campaign from 1991-1993.[1]

History

The campaign was created by New York based agency D'Arcy Masius Benton & Bowles. The original ads were used to promote the Burger King Every Day Value Menu and BK Dinner Baskets. The advertising program was designed as part of a back to basics plan by Burger King after a series of disappointing advertising schemes including the failure of its 1980s Where's Herb? campaign. One of the main parts of the plan was to introduce a value menu in response to McDonald's, Taco Bell and Wendy's.[2]

Many of the ads featured Dan Cortese as Dan the Whopper Man, while others included featured clips from rap music artists Kid 'n Play's film House Party. The cross-promotion of the Disney film Aladdin was also advertised under this promotion.

The ad program was also used the German market to promote a sandwich called the Big Tex.

References

  1. ^ Stuart Elliot (1993-10-21). "Once Again, Burger King Shops for an Agency". the New York Times. http://query.nytimes.com/gst/fullpage.html?res=9F0CE6D7173FF932A15753C1A965958260&sec=&spon=&pagewanted=print. Retrieved 2008-02-06. "The image-building effort centered on a youth-oriented campaign by D.M.B. & B. that imitated the rapid-fire pace and irreverence of MTV. Not only did the television commercials use the slogan "BK Tee Vee," they featured Dan Cortese, a hunky MTV host, as the pitchman." 
  2. ^ Theresa Howard (1993-11-01). "Value in driver's seat as BK takes new route". Nations Restaurant News. http://findarticles.com/p/articles/mi_m3190/is_n43_v27/ai_14606773. Retrieved 2008-02-06. "Having survived such advertising blunders as Herb the Nerd and "sometimes you gotta break the rules" and such strategies as selling Domino's Pizza, Weight Watchers meals and offering table service, Burger King is proceeding along the value and back-to-basics route." 

External links