Not only happy to follow McDonald's in his menu, Burger King is now tackling KFC in a new campaign to knock the colonel off a few feet.
On Thursday, Burger King debuted with commercials repositioning its namesake mascot "Burger King" under the name "KFG" – or "King of Flame-Grillin" – in honor of its new grilled chicken sandwich to the flame.
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The new KFG also wears an impeccable white suit to Colonel Sanders, although it is complemented by a Burger King medallion and a flame-engraved belt buckle.
"When it comes to flaming the flames, a king always wins out over a colonel," says a voiceover to viewers in the 15 and 30-second commercials released Thursday.
"Burger King has been roasting the flame since the opening of our first restaurant in 1954 – we have more than 60 years of experience in grilling," said Chris Finazzo, president of Burger King North America, in a Press release. "We wanted to celebrate this expertise and show that when it comes to flame roasting, we" dominate "the competition."
Restaurants in Kentucky, Miami, Los Angeles and New York will also be offering new flame-grilled chicken sandwiches in specially-identified KFG packaging, although the sandwich is available at participating restaurants across the country.
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KFC has not yet responded publicly to the new Burger King campaign. The Dairy Queen, meanwhile, remained totally silent throughout this charade.