New York - March 25th, 2008 - TMP Worldwide Advertising & Communications, the world's largest independent recruitment advertising agency, announced today that it is has created a unique company-wide employer branding campaign for Burger King Corp. (NYSE: BKC).
Based on extensive qualitative and quantitative market research, the new employer brand is based on the concept of 'Fun with a Future,' and speaks to the satisfaction that comes from working as a Burger King Corp. employee. "Our strategy not only differentiates the Burger King Corp. employer value proposition, but is also supportive of the consumer brand," said Rob O'Keefe, Vice President, Brand Strategy for TMP. "The goal is to help current and potential employees better understand that Burger King Corp. supports an invigorated brand with a clear sense of direction, and that this energized organization offers locally supported professional and personal development."
According to Jose Tomas, Vice President, Human Resources for The Americas, Burger King Corp., the campaign will focus on brand identification, employee engagement, and delivering on the brand promise. "The campaign's name, 'You're King Material,' highlights one of the trademarks of our brand," commented Tomas. "Collateral items will showcase Burger King Corp.'s own employees on materials such as posters, tray liners, window clings, applications, table tents, and brochures at BURGER KING® restaurants throughout the country." He added that the program will launch in early February."
"Now more than ever, employers like Burger King Corp. are realizing that investing in human capital can help differentiate them from their competitors," said Lesley DeCanio, Regional Vice President, Southeast Region at TMP Worldwide Advertising & Communications, and the account leader for the Burger King Corp.'s employer brand campaign. "Burger King Corp. has decided to distinguish itself not only through its products, but also through its people. Every employee is a 'brand ambassador' and it's imperative that employees at all levels are engaged with the company brand. Burger King Corp. is embarking on a bold, distinctive campaign to brand itself as a fun, responsible and caring employer to the people who work - or want to work - within its organization."
About Burger King Corporation
The BURGER KING ® system operates more than 11,200 restaurants in all 50 states and 69 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. To learn more about Burger King Corp., please visit the company's Web site at www.bk.com.