The King is taking on Colonel Sanders in Burger King’s latest campaign.
In promoting a new grilled chicken sandwich, the Burger King mascot is featured in a YouTube video wearing a white outfit similar to what KFC’s Sanders wears in the chicken chain’s advertisements.
“When we’re talking about flame grilling chicken there’s only one way to go, K.F.G.,” says a narrator with a southern twang in the 26-second Burger King video released Thursday. “Yeah y’all, it’s the King of Flame-Grilling and he’s introducing his new flame-grilled chicken sandwich. … When it comes to flame-grilling, a King always outranks a colonel.”
The sandwich, available at participating locations nationwide starting Thursday, includes a flame-grilled and seasoned 100 percent white-meat chicken filet with lettuce, tomato and sweet honey mustard on a toasted potato bun.
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In a statement, Chris Finazzo, Burger King’s president for North America, said the fast-food chain has more than 60 years of grilling experience and has been flame-grilling since 1954 when its first location opened.
“We wanted to celebrate this expertise and show that when it comes to flame-grilling, we ‘reign’ over the competition,” Finazzo said.
The new sandwich is not a limited-time item but a permanent menu addition. It has a recommended price of $4.99 and $6.99 for the combo meal, which includes a small drink and small fries.
Select restaurants in Kentucky, Miami, Los Angeles and New York will have limited edition “K.F.G.” sandwich wrappers.
Last week, the King went on Tinder for Singles Awareness Day with a one day deal for matching with him on the dating app. In promoting the offer on Twitter, the fast-food chain took a shot at Wendy’s by mentioning “single Daves,” which is what Wendy’s single patty burgers are called.
Burger King also has trolled McDonald’s in recent months.
In January, it took aim at Mickey D’s Big Mac with the launch of its new Big King XL sandwich saying it “outsizes the competition.”
In December, Burger King had a penny Whopper deal that required diners to first go to a McDonald’s to unlock the one-cent offer on the BK app for a promotion called the “Whopper Detour.”
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