New B.a. Burger And The Famous Krystal Hamburger Do The Talking In Latest Tv Commercials

he Famous Krystal Hamburger, known for its small, square size, steamed-in onion flavor and unrivaled 73-year heritage as a Southern icon, is sharing the small screen spotlight for the first time with its new, big burger, black angus brethren, the B.A. Burger, in a television advertising campaign launched today by The Krystal Company.

Each of the three spots (:30) in the campaign, entitled "Table Talk," begin with mouthwatering, close-up shots of both hamburgers as they take turns "talking" about the big taste that makes them uniquely Krystal and indulgently delicious. As the commercials draw to a close, the viewer finally sees the customer who has been holding the hamburgers and playfully putting words in their "mouth." "Our one-of-a-kind food with the big taste you can't get anywhere else has done the talking for us for more than 73 years now, and these commercials are a fun way to show our hamburgers doing just that, while driving home everything that makes the Famous Krystal Hamburger and our new B.A. Burger, with its 100% Black Angus chuck patty and eight premium toppings, the best in the business," said Fred Exum, chief executive officer, The Krystal Company.

The commercials were filmed primarily on location at a Krystal restaurant in Ocala, Fla. this past November and are a break from Krystal's popular, long-running series of reality-based commercials, which star real Krystal Lovers hamming it up in front of a two-way video prompter and sharing what they love about Krystal and its one-of-a-kind products.

"Our man-on-the-street commercials starring real Krystal Lovers have been extremely effective in promoting our core offerings like the Famous Krystal, the Krystal Chik and the Pup," explained Mike Williams, vice president of marketing, The Krystal Company. "But for a new product like the B.A. Burger, we decided to go a different route and produce spots that would position our new big burger offering alongside what every Krystal Lover knows best, the Famous Krystal Hamburger. They know that we've been making a great tasting burger for more than 70 years, and now we're letting them know that we are the place for big burger eaters too. Almost three quarters of a century practice has put us in a good position to make the world's greatest, black angus burger." "Table Talk" In the spot called "I Got it All," the Famous Krystal Hamburger is trying to tell the B.A. Burger that the fries want the salt, but the self-assured B.A. keeps interrupting, thinking that his all-beef Krystal counterpart wants to learn more about what makes him the best of the big burgers. The Famous Krystal starts off saying, "B.A. Burger, nice! Hey are you . . . " but the B.A. Burger stops him in mid-sentence to exclaim, ". . . a 100% Black Angus Chuck, Yeah!." Each time the Famous Krystal tries to finish his thought the B.A. Burger cuts in, boasting about how he is "the big burger alternative to the Krystal" and "got it all" like a toasted butter Kaiser roll and eight different toppings, but also acknowledging that the Krystal has the "steamed-in onion flavor" and "big taste that everyone has loved for over 70 years." Finally, the Famous Krystal stops the B.A.Burger and says, "Look superstar, we both have the big taste, but I'm talking about the salt. The fries want the salt." In "You're the Chuck Baby," it is the behemoth Double B.A. Burger, loaded with bacon and cheese and all the toppings, that is chatting it up with the Famous Krystal, with each taking turns complimenting the other before the Famous Krystal christens the Double B.A. with his very own nickname. "Look at you, you're a double dose, 100% Black Angus Chuck," admires the Krystal Burger. "But you've been everybody's favorite for over 70 years," notes the B.A. Burger, to which the Krystal responds, "But now when people crave a big burger they ain't got to play the field. They keep it home at Krystal." The Famous Krystal then declares "You're made out of the good stuff. Black Angus Chuck. You're the Chuck Baby. You're the Chuckster." Finally, in "One and Only," the Famous Krystal worries that her man will no longer be faithful because of the tempting, new B.A. Burger, but in the end, she realizes that the situation could be worse. "A man needs a big burger every now and then," the B.A. Burger explains to the Famous Krystal, who is concerned that her man has been cheating on her with another hamburger. The Famous Krystal replies, "But I thought I was his one and only." The two finally agree that "at least he's staying true to Krystal, and the Famous Krystal sums it up best, realizing "he could be with one of those skanky burgers across town." The B.A. Burger The centerpiece of the B.A. Burger is a 100% Black Angus chuck patty that is served hot off the grill on a toasted Kaiser roll. Each B.A. Burger is prepared to order fresh to meet each customer's preference. Fully loaded, the B.A. Burger is topped with diced grape tomatoes, crisp Romaine and iceberg lettuce, chopped onions, pickles, mustard, ketchup and mayonnaise. Customers also have the option to really maximize the flavor by adding bacon and cheese, and for real angus beef lovers, there is the wildly popular Double B.A. Burger with Bacon and Cheese.

The B.A. Burger and its partner in indulgence, the Double B.A. Burger with Bacon and Cheese, were first rolled out on a market-by-market basis in 2004, and in each new city, Krystal lovers began working them into their burger rotation, giving a big thumbs up to the premium black angus counterpart of their beloved square Krystal. While B.A. unquestionably stands for Black Angus, Krystal customers have suggested otherwise, speculating the initials stand for "one Bad &@!%$# Burger" or calling it the burger with a "Bangin' Attitude." And on the Internet, the Krystal faithful have been spreading the word in chat rooms and blogs, declaring the B.A. Burger "phenomenal" and "positively the best." The Krystal Company Founded in 1932, Krystal restaurants have become more than sparkling-clean eateries where friendly employees serve up fresh, delicious food. Krystal has become a cultural icon and an experience that virtually every man, woman and child in the South has shared. Nearly everyone in the region has a Krystal memory. The Krystal brand - and the great food, service, value and setting that it represents - has taken a prominent place in the South's cultural landscape. The Krystal Company is the oldest quick service restaurant chain in the South and the second oldest in the United States. The Chattanooga, Tenn.-based company currently has more than 420 restaurants in Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Texas and Virginia. For more information, visit www.krystal.com.

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