In a BKFC State of Mind

Remember way back when Kentucky Fried Chicken wanted to be perceived as healthier so they changed their name to KFC? Yes? No? Either way, did they make their chicken healthier? No.

Well, a decade or so later, Burger King has decided that that was a pretty darn smart idea. They want to be perceived as healthier too. So what do they do? They changed the term for their proprietary burger cookin' from the classic "flame broiled" to the new "fire grilled." Did they do anything to make their burgers healthier and/or change their prep methods? No.

Truly, marketing brilliance is at play once again. Story here.

about the author

claymore Creative Director, copywriter and ad connoisseur that has been riding the wild surf of advertising in style, panache and grace for two decades.

Comments (2)

  • anonymous's picture

    I'm especially impressed at how much juicier and meatier the healthier fire grilled burger looks when compared to the old yukky fat-laden flame broiled method. Sign me up, Burger King! I think my cholesterol count dropped by twenty points just by thinking about you!

    May 20, 2003
  • caffeinegoddess's picture

    Doesn't that fall under false advertising though? Grilled means fire hits the food from underneath...broiled means the heat/fire hits it from on top. It's either one or the other.

    Then again...they never mention the fact that they are also reheated in microwaves either.

    May 23, 2003