NEW YORK — After watching its bigger rival McDonald’s Corp. try to woo Mom, Burger King Corp. is launching a new marketing and promotional campaign Monday meant to grab her attention.
“A large part of our customer base is parents with children,” said Russ Klein, president of global strategy, marketing and innovation. “As a parent, the challenge is always trying to get the kinds of things you want to but have some dimension of fun.”
The centerpiece of the effort, Klein said, is a new kids meal featuring a 4-ounce serving of Kraft macaroni and cheese, low-fat milk and the company’s “Fresh Apple Fries,” which are uncooked apple slices shaped like french fries and served with low-fat caramel dipping sauce. The meal went on sale Monday for $3.49 and will be a permanent fixture on Burger King’s menu.
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