Burger King Corporation Names Campbell Mithun as Kids Advertising Agency of Record for U.S.

Business Editors

MIAMI--(BUSINESS WIRE)--Jan. 18, 2001

Burger King Corporation today announced that it has named Minneapolis-based Campbell Mithun as its kids advertising agency of record for the U.S. Details of the campaign were not disclosed, however, the new creative is expected to be on air in June.

"We were looking for an agency who could help us connect with kids and their families, which represent about one-third of our business," said Richard Taylor, vice president of marketing in the U.S. for Burger King Corporation. "Campbell Mithun created a campaign that extols the great taste of our food while communicating the fun and unique play value of the toys featured in our promotional tie-ins."

Burger King Corporation began its agency review process for both its general-market adult and kids targets in September. Last week, McCann Erickson was awarded the general market adult advertising business for the US. Concurrently, Campbell Mithun, Grey Worldwide and Lowe Lintas (incumbent) were named the finalists for the kids business. During the past week, consumer research for the kids advertising business was conducted in geographically dispersed areas.

Campbell Mithun has extensive kids advertising experience including compelling work for General Mills cereals, Hostess, Minute Maid and K-Mart Kids. The agency has also resources devoted exclusively to kids consumer understanding and advertising including "Kidseis", an on-line focus group comprised of teens and tweens to react and provide immediate feedback to advertising concepts.

Burger King Corporation created the American icon, the HOME OF THE WHOPPER(R), in 1957. The company and its franchisees operate more than 11,340 restaurants in all 50 states and 57 countries and international territories around the world, with more than 92% of BURGER KING(R) restaurants owned and operated by independent franchisees. Since the company's founding in Miami in 1954, the BURGER KING(R) brand has become recognized for great flame-broiled taste and HAVE IT YOUR WAY(R) food customization. In fiscal year 2000, the BURGER KING(R) system had system-wide sales of $11.4 billion. Burger King Corporation is a part of Diageo (NYSE: DEO), the international food and drinks company, that includes such brands as Pillsbury, Haagen Dazs, and Guinness. To learn more about the BURGER KING(R) system, please visit the company's website at www.burgerking.com.