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Rebrand of the week – Fries King

When you visit fast food chain Burger King for a meal, what is it that attracts you to the brand? If you said ‘burgers’… well… we have some bad news for you.

The company has recently announced a name change, repositioning to focus firmly on the potato part of their offering. That new name is: Fries King. It’s not a drastic departure, but it has left some regular customers wondering if burgers are still on the menu.

Burger King – we mean, Fries King – first made the announcement through social media accounts. They’re using a new avatar, and making heavy use of the #FriesKing hashtag to encourage fans to get involved.

To complete the reinvention, select stores have begun to change their food packaging and even their building signage. Pictures of one such ‘Fries King’ store have surfaced online, showing that the outside and inside have been updated.

There’s every chance that this brand activity has something, or potentially everything, to do with the launch of Burger King’s new ‘SatisFries’. The pun-tastic potato side dish now comes with lower fat and calories, claims the fast food giant. What’s more, the Twitter and Facebook accounts used to launch the new name suspiciously have yet to drop the ‘Burger King’ handle themselves.

Fries King shifts the focus from cows to chips with one word – and the reaction’s certainly been a whopper…

Are you tempted to try out Fries King if one appears near you? And have you seen any fun marketing activities by your favourite brands lately? Get in touch via the website or by tweeting us (@strattoncraig) and we might feature it next week.

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