Burger King is putting lamb on its menu for the first time with the launch of a Lamb Flatbread in its flame-grilled range this Easter.
The launch will be supported by an integrated marketing campaign, based around the creative of ‘Hungry like a Wolf’.
Premiering on 2 April 2012, the 30- and 10-second adverts will show a couple sitting in a newlook Burger King restaurant on an awkward first date, tucking into a Lamb Flatbread. As the boyfriend ‘wolfs’ down his tasty Lamb Flatbread, the girlfriend notices he is starting to transform, before her very eyes, into a werewolf. But rather than draw attention to the animal instincts clearly taking over him, she silently motions and tells him he has a bit of sauce on his chin.
The TV campaign will be supported by in-restaurant advertising; as well as Facebook activity, which will give fans the chance to transform themselves into a werewolf via an app called ‘The Wolveriser’.
The new Lamb Flatbread contains a flame-grilled lamb patty, served in an oven-baked rosemary flatbread, with onions and tomatoes, lettuce, mint yogurt sauce and spicy habanero ketchup.
Jo Blundell, Burger King marketing director UK and Ireland, said: “The launch of the Lamb Flatbread is a really exciting moment for the Burger King brand. Not only does this prove we are continuously leading the way when it comes to product innovation, it also underscores our commitment to premium and fresh food.
“The new flame-grilled Lamb Flatbread has been designed to inspire the senses and spice up our menu with its mix of fresh salad and taste-tingling sauces, giving it an authentic homemade flavour that will have people coming back for more.”
The Lamb Flatbread will run alongside the successful King of the Day value promotion this spring. King of the Day offers customers the chance to buy core flame-grilled burgers like the iconic Whopper or the Chicken Royale for £1.99.