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BURGER KING ANNOUNCES ADVERTISING AGENCY REVIEW

 MIAMI, Oct. 20 /PRNewswire/ -- Burger King Corporation announced today that it is launching a formal review for a portion of its domestic advertising account. The account under review, currently handled by D'Arcy Masius Benton & Bowles, Inc., New York, represents general market brand advertising.
 "We are seeking a fresh approach to our advertising campaign that will reflect the company's 'back to basics' philosophy," stated Sidney J. Feltenstein, Burger King Corporation's executive vice president, Worldwide Marketing. "We are concentrating on selling great tasting food at superior everyday value."
 The change will not affect Burger King Corporation's relationship with Saatchi & Saatchi Advertising, New York, currently handling Burger King Kids Club advertising, or the company's relationship with its ethnic agencies, Sosa, Bromley, Aguilar & Associates and UniWorld Group, Inc. Additionally, this does not affect the corporation's international business currently handled by DMB&B.
 Burger King Corporation has formed a review committee chaired by Sid Feltenstein that includes franchisees and a cross section of company executives. A final decision is expected to be reached by early 1994.
 "We thank DMB&B for their tireless effort on behalf of the brand over the last four years," Feltenstein added. "It is simply the right time to review creative options and steer our advertising in a direction that further builds on our brand equities."
 DMB&B has been one of Burger King Corporation's agencies of record since 1989.
 Burger King Corporation and its franchisees operate more than 7,000 restaurants in 48 countries worldwide. Operating profit at Burger King for the first half of F'93 was up 13 percent. In Fiscal Year 1992, Burger King had systemwide sales of $6.4 billion and opened 370 new restaurants, an average of one unit per day.
 Burger King Corporation is a subsidiary of Grand Metropolitan PLC, one of the United Kingdom's largest international companies. GrandMet is a world leader in the food, drinks, and retailing sectors with sales of approximately $15 billion. Other U.S. subsidiaries of GrandMet include The Pillsbury Company, Haagen-Dazs, ALPO Petfoods, Carillon Importers, Heublein, Inc., The
Paddington Corporation, and Pearle, Inc. -0- 10/20/93
 /CONTACT: Cori Zywotow or Michael Evans of Burger King, 305-378-7277/


CO: Burger King Corporation; D'Arcy Masius Benton & Bowles, Inc. ST: Florida, New York IN: LEI ADV SU:

AW-PC -- FL003 -- 4395 10/20/93 08:52 EDT
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Publication:PR Newswire
Date:Oct 20, 1993
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