Television included various units; 15's supported promotions, 30's and 60's established brand equities, 5-30 minute "Dr. Angus" infomercials added depth in engaging ways. Programme integration (Simple Life, Arrested Development etc.) and even programme creation ("Chicken Fight") helped overcome the target’s avoidance of advertising. Magazines delivered "The King’s" crown inserts and ersatz fashion editorial featuring "Ugoff", the alleged designer of the BK salad. Online features included the "Subservient Chicken" a "Chicken Fight" game, and "Dr. Angus" interventions.

Despite declining budgets, results to date have been the best Burger King has experienced since 1997. February marks Burger Kings 13th consecutive month of positive sales. Eleven of the 15 largest sales growth months in the last 10 years have occurred in this period