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Burger King Joins Apprentice Line-Up

Jan 18, 2005 6:06 AM

Burger King. Corp. is the latest big name brand to join The Apprentice and will be featured in the show's third season, which premieres Jan. 20.

Season three has Tana
pushing Burger King's
new product

The Apprentice follows a group of 18 people vying to become Donald Trump's protégé. The show's third season, which premieres Thursday, at 8:30 p.m. ET on NBC, pits college graduates, dubbed "book smarts," against high school graduates, "street smarts."

In their first task, candidates will be asked to run a Burger King franchise during the launch of a new hamburger product. In addition to overseeing the restaurant operations, including cooking, cleaning and operating the register, teams must devise a marketing stunt to launch the new burger and bring customer traffic to their franchise.

As a result of its appearance on the show, Burger King is expected to release its own related promotion after the show airs.

"Burger King has an exciting plan that's a direct result of the show," said Russ Klein, Chief Marketing Officer, Burger King Corp., in a statement. "We believe it will be a first-ever for a fast-serve restaurant."

Burger King will be the first QSR brand featured on the show. Other brands to be featured this season include Home Depot, Dove, Dominoes and Nescafé. The Apprentice is the first reality series focused on survival in the fast-paced world of business.