MIAMI --(BUSINESS WIRE)-- Burger King Corp. (NYSE:BKC) today announced its September national racing promotion with NASCAR Sprint Cup Series driver Tony Stewart, who is currently leading the championship point standings as a driver/owner with Stewart-Haas Racing. The campaign showcases the famous WHOPPER® sandwich, Stewart's favorite BK® menu item, and spotlights the driver in a series of TV ads, one of which includes two celebrity guests. The two-time Sprint Cup champion will also be featured as part of a consumer sweepstakes, in-restaurant merchandising and an online engagement program.
The campaign supports the multi-year sponsorship agreement between BKC and Stewart-Haas Racing, announced earlier this year. In July, Stewart kicked off the partnership with a win at Daytona (Fla.) International Speedway driving the No. 14 BURGER KING® Chevrolet Impala SS.
The ad campaign, titled "The Tony Stewart School of Endorsements," launches with the first spot in the series named for the campaign, and features Stewart advising other celebrities on how to successfully endorse products. In the quirky ads, Stewart explains to his class that they should "only endorse things you believe in" and that they have to be authentic to be successful – just like his love for the WHOPPER® sandwich. Stewart's famous students include actor Erik Estrada, well known for his role in the 1980s hit television show "CHiPs," and comic icon Carrot Top, currently performing at the Luxor in Las Vegas six nights a week. Three additional ads will be released throughout the campaign, culminating with "Polygraph Prep" which features Stewart's WHOPPER® sandwich endorsement being tested by a polygraph machine.
"Tony's enthusiasm for the flame-fresh taste of the WHOPPER® sandwich is one of the key drivers of this partnership," said Russ Klein, president of global marketing, strategy and innovation, Burger King Corp. "We're thrilled to bring his passion to life through this campaign and equally excited to be working with him in the coming years as part of our overall commitment to NASCAR."
BURGER KING® guests will have a chance to get in on the action with a sweepstakes including daily prizes such as BK® Crown Cards, merchandise and more. One lucky winner could win the Ultimate Tony Stewart Experience, including a day at Stewart's race shop for themselves and three friends. No purchase necessary.
Stewart's preference for the WHOPPER® sandwich is tested during the "Polygraph Buzz" and "Polygraph Prep" ads and as part of this campaign, Stewart will engage in a live polygraph test hosted on www.truthabouttony.com. Beginning Sept. 28, fans will be invited to submit and vote on questions to be asked of Stewart during the webcast. The hour-long feature can be seen on October 20.
"It's no secret that I love the WHOPPER® sandwich," Stewart said. "Participating in a live polygraph test just further demonstrates my enthusiasm and the lengths that I'll go to, to prove my love for its flame-fresh taste."
The No. 14 BURGER KING® Chevrolet Impala SS will hit the track featuring a BURGER KING® paint scheme during the Sept. 25-27 AAA 400 race weekend at Dover (Del.) International Speedway. BURGER KING® restaurants will also have Stewart-Haas Racing-themed packaging and in-restaurant merchandising.
The BURGER KING® system operates more than 11,900 restaurants in all 50 states and in 73 countries and U.S. territories worldwide. Approximately 90 percent of BURGER KING® restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. In 2008, Fortune magazine ranked Burger King Corp. among America's 1,000 largest corporations and AdWeek named it one of the top three industry-changing advertisers within the last three decades.
Source: Burger King Corporation