Hasta La Creative!

Burger King isn’t necessarily known as the best burger chain around — these days, that honor (in our opinion) goes to Five Guys or In ‘N Out. Maybe that’s what’s made the fast feeder change its name to Fries King, according to a series of BK social-media posts that have included shots of new product packaging, employee uniforms and even exterior signage.

It’s a bold move, reminscent of daring stunts it pulled with the help of CP&B, but it’s likely just a one-time trick. As some have pointed out, the chain hasn’t changed its name on Twitter or Facebook.

The “change” comes on the heels of BK’s introduction of low-calorie “Satisfries” (see the spot, created by Mother) and no doubt is meant to encourage people to try the product. But whether BK frites measure up to Wendy’s and McDonald’s, who have been battling for the “best fries” crown for a while now, consumers’ tastebuds will be the judge.

Continue reading at AdAge.com