Burger King hires PepsiCo exec as CMO for US and Canada

Burger King’s “Reclaim the Flame” envisions $120 million in further advert spending this 12 months and subsequent because the burger chain appears to be like to reinvigorate franchisees and make up floor misplaced to rivals together with McDonald’s and Wendy’s in recent times.

The plan is constructed on a return to longtime strengths like flame-grilling and “Have It Your Manner,” which have proven up in new promoting by Burger King’s new artistic advert company, OKRP.

The model overhaul additionally requires modernizing eating places and expertise, together with its Royal Perks loyalty program.

O’Toole’s first order of enterprise is likely to be switching his beverage allegiance: Burger King serves Coke, not Pepsi.