Burger King Corp. has named Coyne Public Relations of Parsippany, N.J., as its public relations agency of record.
The Miami-based quick-service chain has assigned Coyne the task of supporting the development of a new integrated communications program to promote the chain’s new marketing initiatives, re-energize the brand and diversify Burger King’s demographic target.
In addition, the agency will provide corporate and executive communications support and nutrition and issues-management counsel.
Burger King’s hiring of Coyne is part of a brand marketing makeover for the 12,300-unit chain. It switched marketing agencies and mothballed its “King” mascot in favor of recent television spots that focus on ingredients.
It also has recently rolled out new menu options, such as oatmeal and soft-serve ice cream desserts, to attract a wider demographic beyond its traditional 18- to 35-year-old male target.
John Gogarty, executive vice president for Coyne’s consumer group, said diversifying the consumer base and re-energizing the brand are the challenges for Burger King.
“For us, that’s the PR challenge,” Gogarty told Nation’s Restaurant News. “And they see that from a marketing standpoint. For years, Burger King was focused on one core audience, and we’re looking forward to working with Burger King to diversify that audience and come up with strong communications and creative to reach consumers.”
Gogarty said Burger King is one of the top brands in the industry.
“We’re excited about the opportunity to work with Burger King. A lot has been written over the last few weeks and months about their efforts to ramp up business,” Gogarty said.
“When we talked to them, one of the things that was apparent is they want to do some great stuff from a PR and in-restaurant standpoint,” he added.
Burger King is the nation’s second-biggest quick-service burger chain, with locations in 78 countries and territories worldwide.
Contact Alan Snel at [email protected].
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