Burger King, Miami, this week rolls out Choose the Ooze, a food-centric kids’ campaign.
BK worked with H.J. Heinz Co. and Coca-Cola to cook up exclusive goodies. Kids pick their fave flave: green ketchup, green dipping sauce (for chicken nuggets), or green frozen drinks. BK approached Heinz about bringing its popular Heinz’ Blastin’ Green EZ Squirt condiment to restaurants. Foodservice packets come in Kids Meals and Big Kids Meals. Ongoing brainstorming with Coke prompted green Minute Maid Cherry frozen drinks. The third treat, Gooey Green Apple Ooze, is a rebirth of the Slime Sauce distributed as part of a fall 1999 Nickelodeon tie-in. The effort ends May 6.
In-store merchandising teases the upcoming “Shrek” promotion set for May, asking kids, “Who’s been in the ooze?” Posters, kids meal packaging, and a Big Kids Adventures newsletter give hints about the film’s character.
“Licensed properties and toys can be compelling, but we want to innovate with food and ideas that we can own,” says director of youth and family marketing Brian Gies. “We can’t afford to be known for our last great promotion.”
BK’s target is four- to 10-year-olds. DraftWorldwide, Chicago, handles merchandising, with ads via Campbell Mithun, Minneapolis. Ooze is the ad agency’s first work since winning BK’s kids’ account early this year. Draft’s first work is the current Every Whopper is a Winner adult promo, with ad support from general-market agency McCann-Erickson, New York City.
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