If you read this week’s Marketing Magazine you might not quite have believed your eyes. Burger King is to “roll out the UK’s most expensive burger as part of a wider strategy to boost its premium credentials”. It’s a snip at £85 per sandwich.
The idea of trialing the ‘world’s most expensive’ is a tried & tested PR route to generate editorial exposure. Nobody really believes that these ‘trials’ - as they are always described - will last more than a few days or weeks, but they are the type of fun story that people like to report on and talk about.
However, what’s really incredible is that someone has convinced the editorial team at Marketing to report on this new initiative as a real hard news story - giving it a front page splash and leader comment too! An amazing PR coup for whoever was behind the work. Or did I miss the announcement about April Fools’ Day being moved to the 23rd of the month?
