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A Whopper of a Diet Book

The people who helped make many of us fat via Burger King’s monster-size meals are now telling us that, well, we’ve been duped by the very industry that they helped promote. The “magicians” are now letting us in on their secrets.The 9 Inch Diet

Alex Bogusky and Chuck Porter of Crispin Porter + Bogusky, the agency that put that creepy King character on the map, are now telling you how the food industry (and by default, they) have made us fat… with a little help from the consumers, of course. Their message comes to us via the book The 9 Inch Diet. DietsInReview will be offering up our own, more detailed, review on it in the near future, so stay tuned.

Some are speculating that this is yet another brilliant marketing ploy by the agency to push the BK brand under the guise of a caring book. One ad for the book proclaims in all caps:

THIS ISN’T A DIET BOOK… AND IT’S ALSO NOT ANOTHER ONE OF THOSE DIET BOOKS JUST CLAIMING NOT TO BE ANOTHER DIET BOOK. THIS IS A BOOK ABOUT PLATES, AND THE TWISTED CONSPIRACY THAT IS MAKING OUR COUNTRY FAT.

Regardless of what their true motivations are, they have pretty big stones, no? Even McDonald’s has a diet. Technically. But it’s not run by the company. The Subway chain made hay with the altruistic approach in the Jared campaign, showing that if you “Eat Fresh” you can drop weight. But they’ve done so in a manner that’s not brazen.

Interestingly, the advertising juggernaut Crispin Porter + Bogusky works both sides of the health spectrum. While they helped make Burger King a cultural icon, they also have contributed to The Truth campaign (those sanctimonious, but heart-in-the-right-place anti-smoking ads).

The 9 Inch “Diet” is due out later in 2008.

August 25th, 2008