Fast-food giant Burger King wanted to develop additional consumer touch points and increase their marketing reach. They turned to Broad Street to create and launch a global brand licensing program to bring Burger King branded foods to retail shelves.
Utilizing in-depth consumer and retailer insights, Broad Street partnered the brand with best-in-class licensees, authentically translating Burger King’s distinctive foods and char-broiled flavors into breakfast sandwiches, snacks and fries, sold in the U.S. and throughout 25 countries. In addition, our agency launched a lifestyle program spanning the apparel, collectibles and gaming categories, harnessing Burger King’s fun factor, providing consumers with even more ways to interact with the brand across a variety of retail channels.
“We chose Broad Street Licensing as our agency because of their vast experience in licensing food brands. Broad Street has brought us exciting opportunities that are strategic, consistent with our brand image, and relevant to our consumers.”Russ KleinPresident, Global Marketing, Strategy & Innovation Burger King Corporation