Burger King has picked McGarryBowen as its new U.S. ad agency of record, the chain said Wednesday.
The firm replaces Crispin Porter + Bogusky, which had been Burger King’s lead ad agency for seven years and was behind dozens of commercials featuring chain mascot The King.
McGarryBowen, whose clients include Disney, Verizon and Reebok, will be responsible for Burger King’s general market and multicultural marketing, the Miami-based chain said in a statement.
“During the review process, mcgarrybowen presented BKC with original and innovative thinking that we believe will help position the Burger King brand for growth,” Burger King said. “We look forward to a creative and productive partnership with mcgarrybowen and are excited to begin our collaboration.”
McGarryBowen was founded in 2002 and has offices in New York and Chicago.
The announcement comes as Burger King re-evaluates its menu and marketing. The chain is testing several new menu items — from smoothies to an Asian chicken salad — that are aimed at appealing to a broader audience beyond its core 18-25 male demographic.
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Burger King, the nation’s No. 2 burger chain, has 12,251 restaurants worldwide.
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