Press advertising through the use of vouchers has emerged as the latest battleground for fast-food operators to target consumers with deals.

London freesheet Metro is one of the main newspapers used for voucher campaigns by Burger King and McDonald’s as it has a significant young readership.

At the beginning of 2008, Ofcom introduced stricter regulations on the TV advertising of foods which are high in fat, salt or sugar to the under-16s.

In January 2008 and February 2008, McDonald’s ran two promotions, the first a BOGOF on its flagship Big Mac, and a second offering readers a Big Mac or McChicken Sandwich with medium fries for £1.99. McDonald’s spent £528,000 on the promotion. Since December 2007, Burger King has used vouchers as a key element in the marketing of its revamped breakfast offering, spending £144,000, all with Metro.

Source: Brand Republic 04-03-2008