BK Chicken Fries
Encyclopedia
BK Chicken Fries are chicken fries sold by the international fast-food restaurant chain Burger King
. According to Burger King marketing, it is one of their larger, adult oriented products made with higher quality ingredients than their "standard" menu items. Additionally, the product further targets the snack
ing and convenience food
markets.
Chicken Fries are part of a series of products designed to expand Burger King's menu with both more sophisticated, adult oriented fare and present a larger, meatier product that appeals to 24–36 adult males. Along with the TenderGrill, TenderCrisp
and Angus
sandwiches, these products are intended to bring in a larger, more affluent adult audience who will be willing to spend more on the better quality products.
Part of the products design is in its packaging, which is designed to fit in a car cup holder and includes a small pocket to hold packages of dipping sauce. Since most of the fast food industry's business is take-out or drive-thru traffic, this allows the convenience food
purchaser drive and eat with little effort.
by the Miami-based advertising firm Crispin Porter + Bogusky
(abbreviated to CP+B). Coq Roq is a fictional "rooster metal" group with its own website and associated content. The band's musical "style" is classified as thrash
or nu metal
. The campaign featured a viral marketing
website, television and print campaigns and a fictional MySpace page. The program was similar to other marketing campaigns created by CP+B for Burger King, including the Subservient Chicken, Ugoff
, and Sith Sense.
As a product tie-in with the 2005–2006 NFL
season, Burger King introduced a 36 piece party pack as a limited time offer. This promotion was more general and featured the BK mascot, the Burger King
, digitally superimposed in to NFL game footage so appeared to be involved in the game. Some of the players the King replaced include Steve Young, Deion Sanders
, and Moe Williams
. He was also been depicted performing the Lambeau Leap
and dumping Gatorade
on the head of former Miami Dolphins
head coach Don Shula
. The primary packaging was altered to include the NFL logo; the party pack designed to mimic the texture of a football, included the NFL logo and a humorous comment along the line of those found on BK packaging at the time.
During the summer of 2006, BK introduced the 12 piece size as a product tie-in with NASCAR
and its new sponsorship of a NASCAR team. Product boxes were emblazoned with the NASCAR logo and the BK/Michael Waltrip Racing 00 car number.
During 2007, Burger King had another product tie-in with a Nickelodeon
show, SpongeBob SquarePants
. Again the box was altered, this time so the design of the looked like the character SpongeBob. More recent in-store promotions in the U.S. have urged customers to add a six-piece portion to their meal as a snack option.
and Canada
, however the acronym BK is treated as a common law mark of Burger King Holdings and is displayed with the raised "TM" (™) symbol in those countries. "BK Chicken Fries" is a common law mark of Burger King Corporation and is displayed with the raised "TM" (™) symbol in Europe.
Burger King
Burger King, often abbreviated as BK, is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. The company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain...
. According to Burger King marketing, it is one of their larger, adult oriented products made with higher quality ingredients than their "standard" menu items. Additionally, the product further targets the snack
Snack
A snack is a small portion of food eaten between meals. The food might be snack food—items like potato chips or baby carrots—but could also simply be a smaller amount of any food item.-Snacks and health:...
ing and convenience food
Convenience food
Convenience food, or tertiary processed food, is commercially prepared food designed for ease of consumption. Products designated as convenience foods are often prepared food stuffs that can be sold as hot, ready-to-eat dishes; as room-temperature, shelf-stable products; or as refrigerated or...
markets.
Chicken Fries are part of a series of products designed to expand Burger King's menu with both more sophisticated, adult oriented fare and present a larger, meatier product that appeals to 24–36 adult males. Along with the TenderGrill, TenderCrisp
Tendercrisp
The TenderCrisp is a chicken sandwich sold by Burger King, an international fast-food restaurant chain. It is one of their "indulgent" products....
and Angus
The Angus burger (Burger King)
The Angus burger is a burger sold by the international fast-food restaurant chain Burger King as an "indulgent product". It is one of their larger, adult-oriented products made with higher quality ingredients than their "standard" menu items....
sandwiches, these products are intended to bring in a larger, more affluent adult audience who will be willing to spend more on the better quality products.
Product variants
The BK Chicken Fries are available in three sizes: six, nine, and twelve pieces. Three and thirty-six piece sizes were available as limited time offers. The smaller size is sold à la carte, while larger portion can be purchased as a meal option. While its core audience is adults such as soccer moms or commuters, a children's meal option has been added in the U.S. that includes a six-piece order of the product.History
BK Chicken Fries were introduced in 2005. Originally sold in a six or nine piece, larger sizes have since been added.Part of the products design is in its packaging, which is designed to fit in a car cup holder and includes a small pocket to hold packages of dipping sauce. Since most of the fast food industry's business is take-out or drive-thru traffic, this allows the convenience food
Convenience food
Convenience food, or tertiary processed food, is commercially prepared food designed for ease of consumption. Products designated as convenience foods are often prepared food stuffs that can be sold as hot, ready-to-eat dishes; as room-temperature, shelf-stable products; or as refrigerated or...
purchaser drive and eat with little effort.
Advertising
Coq Roq, also spelled COQ ROQ, is an advertising program created for Burger KingBurger King
Burger King, often abbreviated as BK, is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. The company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain...
by the Miami-based advertising firm Crispin Porter + Bogusky
Crispin Porter + Bogusky
Crispin Porter + Bogusky , a member of publicly-traded MDC Partners, is an advertising agency that currently employs around 1,000 people. It was founded in 1965 by Sam Crispin.. Crispin then became partners with Chuck Porter and Alex Bogusky...
(abbreviated to CP+B). Coq Roq is a fictional "rooster metal" group with its own website and associated content. The band's musical "style" is classified as thrash
Thrash metal
Thrash metal is a subgenre of heavy metal that is characterized usually by its fast tempo and aggression. Songs of the genre typically use fast percussive and low-register guitar riffs, overlaid with shredding-style lead work...
or nu metal
Nu metal
Nu metal is a subgenre of heavy metal. It is a fusion genre which combines elements of heavy metal with other genres, including grunge and hip hop...
. The campaign featured a viral marketing
Viral marketing
Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of viruses...
website, television and print campaigns and a fictional MySpace page. The program was similar to other marketing campaigns created by CP+B for Burger King, including the Subservient Chicken, Ugoff
Ugoff
Ugoff is a fictional character, played by actor Daniel Raymont, in a 2004 ad campaign for Burger King directed by Roman Coppola with music composed by Devo singer Mark Mothersbaugh. It was to promote the new "Fire-Grilled Salads" and the paper "Salad Pouch" which was used to keep the chicken and...
, and Sith Sense.
As a product tie-in with the 2005–2006 NFL
National Football League
The National Football League is the highest level of professional American football in the United States, and is considered the top professional American football league in the world. It was formed by eleven teams in 1920 as the American Professional Football Association, with the league changing...
season, Burger King introduced a 36 piece party pack as a limited time offer. This promotion was more general and featured the BK mascot, the Burger King
The Burger King
The Burger King was a character created as the advertising mascot for the international fast-food restaurant franchise Burger King who became famous in numerous television commercials, including the Burger King Kingdom. The first iteration of the King was part of Burger King sign at the first store...
, digitally superimposed in to NFL game footage so appeared to be involved in the game. Some of the players the King replaced include Steve Young, Deion Sanders
Deion Sanders
Deion Luwynn Sanders , nicknamed "Prime Time" and "Neon Deion", is a former National Football League cornerback and Major League Baseball outfielder who currently works as an NFL Network analyst...
, and Moe Williams
Moe Williams
Maurece Jabari "Moe" Williams is a former American football running back in the National Football League . He formerly played for the Minnesota Vikings and Baltimore Ravens...
. He was also been depicted performing the Lambeau Leap
Lambeau Field
Lambeau Field is an outdoor football stadium in Green Bay, Wisconsin, the home of the NFL's Green Bay Packers. Opened in 1957 as City Stadium, it replaced the original City Stadium as the Packers' home field...
and dumping Gatorade
Gatorade shower
The Gatorade shower, also known as the Gatorade dunk and the Gatorade bath, is a sports tradition that involves dumping a cooler full of liquid over a coach's head following a meaningful win, like the Super Bowl. The tradition began with the New York Giants football team in the mid-1980s...
on the head of former Miami Dolphins
Miami Dolphins
The Miami Dolphins are a Professional football team based in the Miami metropolitan area in Florida. The team is part of the Eastern Division of the American Football Conference in the National Football League...
head coach Don Shula
Don Shula
Donald Francis "Don" Shula is a former American football cornerback and coach.He is best known as coach of the Miami Dolphins, the team he led to two Super Bowl victories, and to the National Football League's only perfect season. Shula was named 1993 Sportsman of the Year by Sports Illustrated....
. The primary packaging was altered to include the NFL logo; the party pack designed to mimic the texture of a football, included the NFL logo and a humorous comment along the line of those found on BK packaging at the time.
During the summer of 2006, BK introduced the 12 piece size as a product tie-in with NASCAR
NASCAR
The National Association for Stock Car Auto Racing is a family-owned and -operated business venture that sanctions and governs multiple auto racing sports events. It was founded by Bill France Sr. in 1947–48. As of 2009, the CEO for the company is Brian France, grandson of the late Bill France Sr...
and its new sponsorship of a NASCAR team. Product boxes were emblazoned with the NASCAR logo and the BK/Michael Waltrip Racing 00 car number.
During 2007, Burger King had another product tie-in with a Nickelodeon
Nickelodeon (TV channel)
Nickelodeon, often simply called Nick and originally named Pinwheel, is an American children's channel owned by MTV Networks, a subsidiary of Viacom International. The channel is primarily aimed at children ages 7–17, with the exception of their weekday morning program block aimed at preschoolers...
show, SpongeBob SquarePants
SpongeBob SquarePants
SpongeBob SquarePants is an American animated television series, created by marine biologist and animator Stephen Hillenburg. Much of the series centers on the exploits and adventures of the title character and his various friends in the underwater city of "Bikini Bottom"...
. Again the box was altered, this time so the design of the looked like the character SpongeBob. More recent in-store promotions in the U.S. have urged customers to add a six-piece portion to their meal as a snack option.
Naming and trademarks
The name "BK Chicken Fries" is not registered as a trademark in the USUnited States trademark law
Trademarks were traditionally protected in the United States only under State common law, growing out of the tort of unfair competition. As early as 1791, Thomas Jefferson proposed that the marks of sailcloth makers could be protected under the Commerce Clause, but it was not until 1870 that...
and Canada
Canadian trade-mark law
Canadian trade-mark law provides protection to marks statutorily under the Canadian Trade-marks Act and also at common law. Trade-mark law provides protection for distinctive marks, certification marks, distinguishing guises, and proposed marks against those who appropriate the goodwill of the mark...
, however the acronym BK is treated as a common law mark of Burger King Holdings and is displayed with the raised "TM" (™) symbol in those countries. "BK Chicken Fries" is a common law mark of Burger King Corporation and is displayed with the raised "TM" (™) symbol in Europe.