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Advertising

Main article: Burger King advertising

The Burger King "crown", worn by Nick Van Eede
Since its foundation in 1954, Burger King has employed varied advertising programs, bothsuccessful and unsuccessful. During the 1970s, output included its Hold the pickles, hold the lettuce... jingle, the inspiration for its current mascot the Burger King, and several well known and parodiedslogans such as "Have it your way" and "It takes two hands to handle a Whopper".[131][132][133] Burger King introduced the first attack ad in the fast food industry with a pre-teen Sarah MichelleGellar in 1981. The television spot, which claimed BK burgers were larger and better tasting than competitor McDonald's,[notes 37] so enraged executives at McDonald's parent company that they sued allparties involved.[134][135] Starting in the early 1980s and running through approximately 2001, BK engaged a series of ad agencies that produced many unsuccessful slogans and programs, including itsbiggest advertising flop "Where's Herb?".[136][137]
Burger King was a pioneer in the advertising practice known as "product tie-in", with a successful partnership with George Lucas' Lucasfilm, Ltd., topromote the 1977 film Star Wars in which BK sold a set of glasses featuring the main characters from the movie.[138][139] This promotion was one of the first in the fast food industry and set thepattern that continues to the present. BK's early success in the field was overshadowed by a 1982 deal between McDonald's and the Walt Disney Company to promote Disney's animated films beginning in the mid1980s and running through the early 1990s. In 1994, Disney switched from McDonald's to Burger King, signing a 10-movie promotional contract which would include such top 10 films as Aladdin (1992),Beauty and the Beast (1991), The Lion King (1994), and Toy Story (1995).[notes 16] A partnership in association with the Pokémon franchise at the height of its popularity in 1999 was tremendously...