Marketing sector news
‘Flame’ fanned by Morgan
19/6/2009Former 'Daily Mirror' editor and judge of 'Britain's Got Talent' Pierce Morgan has been chosen by fast-food chain Burger King to star in a new campaign for a meat-scented cologne.
Morgan appears almost naked in the viral campaign to promote Burger King's latest brand extension - the 'celebrity fragrance with a hint of flame-grilled beef'. He is seen reclining in front of a roaring fire along with the strapline 'the scent of seduction, with a hint of flame-grilled meat.'
A viral of the campaign photoshoot links to a dedicated campaign website and the fragrance is available nationwide distributed through the gift and gadget shop, RED5. Point-of-sale cardboard cut-outs of Morgan with the fragrance will appear in 19 Burger King restaurants located nearest to the Red5 retail outlets nationwide.
The outdoor campaign was created by Crispin Porter + Bogusky. The digital and PR campaign was led by Cow LLP. Media planning and buying was handled by Initiative.
The campaign has raised a few eyebrows, not least the fact that a fragrance with a base-note of burger meat should be marketed at all. Yet "Flame" launched in the US last year and, according to Burger King, sold out in four days.
