BURGER KING Restaurants of Canada Inc.

BURGER KING Restaurants of Canada Inc.

August 12, 2005 09:00 ET

It's a revolution in chicken! New BK™ Chicken Fries

BURGER KING® Canada introduces a new way to enjoy tender, tasty chicken Attention: Food/Beverage Editor TORONTO, ONTARIO--(CCNMatthews - Aug. 12, 2005) - BURGER KING® Canada has introduced a new way to enjoy chicken with the launch of BK™ Chicken Fries.

These French fry-shaped strips of premium, all white meat chicken breast are coated with zesty, seasoned batter and are served in a distinctive portable container with a built-in well for dipping sauce. Burger King Corporation specially designed the packaging for consumers' hectic, on-the-go lifestyles - now you can flip, dip and dine with ease.

"We spent a tremendous amount of time and resources testing this new menu offering, along with its packaging," said Russ Klein, chief global marketing officer, Burger King Corporation. "I am confident consumers will find the full flavor of BK™ Chicken Fries irresistible and unlike any other hand held chicken product currently on the market."

BK™ Chicken Fries can be enjoyed anytime, anywhere. The innovative container fits into a car cup-holder and includes a built-in well for dipping sauce.

Available as a six-piece snack or nine-piece meal, BK™ Chicken Fries are served with creamy buffalo sauce or your choice of barbeque, honey mustard, sweet and sour or ranch dipping sauce. This latest BURGER KING® menu addition is now available across Canada for a suggested retail price of $2.99 (six-piece) and $3.99 (nine-piece).

It's a revolution … in chicken
Canadian marketing efforts for BK™ Chicken Fries are themed around "a revolution in chicken." The campaign consists of one 30-second and two 15-second TV spots, as well as three radio spots. The television ads feature "revolutionary" chickens staging revolts in farms across the country. In one spot, a farmer and his wife find themselves trapped by dozens of these barn-storming birds. In another, tractor-driving chickens are in hot pursuit of a pair of fear-stricken farmers. In the third, a farmer's wife wakes up surrounded by these rebel hens.

The three TV spots were produced in both English and French.

About BURGER KING®
The BURGER KING® system operates more than 11,000 restaurants in more than 61 countries and territories worldwide. Approximately 90 percent of BURGER KING® restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades.

BURGER KING® Holdings Inc., the parent company, is private and independently owned by an equity sponsor group comprised of Texas Pacific Group, Bain Capital and Goldman Sachs Capital Partners. In fiscal year ending June 30, 2004, BURGER KING® Corporation had system-wide sales of $11.3 billion. To learn more about BURGER KING®, please visit the company's Web site at http://www.bk.com.

For more information:
Leslie Root, BURGER KING® Restaurants of Canada Inc., 416-626-7419, lroot@whopper.com

Tamara Stefek, Pilot PMR, 416-462-0199 x23, tamara@pilotpmr.com
IN: FOOD

Contact Information

  • Tamara Stefek
    Primary Phone: 416-462-0199 ext. 23
    Secondary Phone: 416-553-7664
    E-mail: tamara@pilotpmr.com