Burger King’s Big Fat Risk

The New Burger King Bacon Sundae 300x205 Burger Kings Big Fat Risk

The PR Verdict: “D” (It’s a Dud) for Burger King and their new bacon sundae.

While the controversy about America’s out-of-control obesity epidemic rages unabated Burger King is cheerfully hitting the headlines with a revamped summer menu. What’s new and exciting? A bacon sundae.

The world’s second-largest hamburger chain is offering vanilla soft-serve ice cream topped with fudge, caramel, bacon crumbles, and a slice of bacon. The salty-sweet bacon sundae has 18 grams of fat, 61 grams of sugar, and approximately 510 calories.

Burger King has not yet made it clear how this new “summer only” product launch, works with an earlier campaign that had the chain targeting a broader demographic. With much fanfare, that menu was then expanded to include fruit smoothies, wraps, and salads.  Take the summer off,  Burger King now seems to be telling weight-conscious America, and relax . . . with a bacon sundae.

The PR Verdict: “D” (It’s a Dud) for Burger King. New launches like this undermine claims that the industry is dedicated to helping solve the national obesity problem. Why not mitigate by coming out with a new lo-cal smoothie at the same time?

PR Takeaway: Actions needs to mirror words. If the fast food industry wants to be taken seriously and viewed as friend, not a foe, in the health debate, then it would be better to stand behind the wraps and smoothies they rolled out earlier. The bacon sundae is bound not to win over health advocates. Any more of these launches, and Burger King could find itself fighting the unloved corner in the national conversation about obesity. Just ask Big Tobacco what that feels like.

What’s your PR Verdict on BK’s bacon sundae? Tell us by leaving a comment, below.

PR Verdict in the news: Today’s NY Times quotes the PRV re Goldman Sachs, click here to see what we had to say.

share save 171 16 Burger Kings Big Fat Risk

What is Your PR Verdict?

  1. christian louboutin slingbacks says:

    My partner and I absolutely love your blog and find most of your post’s to be precisely what I’m looking for. Does one offer guest writers to write content for you personally? I wouldn’t mind writing a post or elaborating on a number of the subjects you write concerning here. Again, awesome web log!

Trackbacks

  1. BizSugar.com says:

    Burger King’s Big Fat Risk…

    The PR Verdict: “D” (It’s a Dud) for Burger King. New launches like this undermine claims that the industry is dedicated to helping solve the national obesity problem. Why not at least come out with a new smoothie at the same time?…

Speak Your Mind

*


+ seven = 8

CommentLuv badge