Burger King, Latin Music Stars Translate "Have It Your Way"

Burger King Corp. has partnered with Latin music stars Pilar Montenegro and Obie Bermúdez to promote a new sweepstakes in which one grand-prize winner can receive a $10,000 gift card.

Pilar Montenegro and Obie Bermúdez

The company will feature the pair in Spanish-language TV, radio and P-O-P materials targeting Whopper eaters in the Hispanic community to enter the Un Dia A Tu Manera sweepstakes in February.

The A Tu Manera, or Have it Your Way, sweepstakes brings consumers back to customizing their burgers the way they want them. Consumers can fill out an entry at 750 participating restaurants nationwide. Participating location include Los Angeles, Miami, New York, Chicago and Houston.

Other winners will receive pre-paid gift cards with various amounts to enjoy a day "their way," according to a spokesperson at Bromley Communications in San Antonio, TX. Bromley Communications handles Burger King's public relations for the Hispanic community.

The sweepstakes runs through Feb. 27. Winners will be announced in March.

The promotion continues Burger King's partnership with Latin music. The fast food chain served as the corporate sponsor of the 2004 Latin Grammy Awards.

Montenegro and Bermúdez are the first Hispanic celebrities to endorse a consumer marketing campaign for the Burger King Corporation. TV and radio spots will feature the duo asking for the original Whopper sandwich to be made "their way" and show how the Latin idols would most like to spend a day. The two will make personal appearances in select Burger King restaurants nationwide as part of the promotional campaign.

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