New Shots Fired in Burger War: Burger...

New Shots Fired in Burger War: Burger King on Thursday unveiled a television advertising campaign that pits its Whopper sandwich against McDonald’s Big Mac and Wendy’s Single. The 15- and 30-second ads are based on the results of consumer taste tests of the three hamburgers. They highlight the reasons consumers chose the Whopper over the other two burgers. The frontal attack is a departure from recent burger war strategies in which major players have lowered prices and appealed to a post-recession sense of value, said Terry Bivens, a food industry analyst with Argus Research Corp. in New York. Some analysts question whether No. 2 Burger King’s comparative ad strategy will capture any market share from No. 1 McDonald’s or simply increase the general awareness of fast food.