Burger King Fights McDonald's 'I'm Lovin It' With New 'Heavy Meat' Campaign

McDonald's just launched a new campaign with the tagline, "I'm Lovin It." The goal of the campaign, which began overseas and is now running in the American market, is to rekindle the flagging desire of consumers � particularly children, teenagers and younger adults � to visit McDonald's restaurants and order mainstay menu items. Not to be outdone, Burger King is trying to stimulate some desire of it's own with a little "bravertising" campaign designed to make sure consumers know Burger King is the place to go when they want a nice heavy piece of meat. (J)