After watching its bigger rival McDonald's Corp. try to woo mom, Burger King Corp. is launching a marketing and promotional campaign meant to grab her attention.
"A large part of our customer base is parents with children,"said Russ Klein, president of global strategy, marketing and innovation. "As a parent, the challenge is always trying to get the kinds of things you want to but have some dimension of fun."
The centerpiece of the effort, Klein said, is a new kids meal featuring a four-ounce serving of Kraft macaroni and cheese, lowfat milk and the company's "Fresh Apple Fries", which are uncooked apple slices shaped like french fries and served with low-fat caramel dipping sauce. The meal will go on sale for $3.49 and will be a permanent fixture on Burger King's menu.
