The meatloaf sandwich was part of the company's new BK Dinner Baskets product line and serving concept. To promote the product line and concept, Burger King commissioned New York based agency D'Arcy Masius Benton & Bowles to create a series of "BK Teevee" ads featuring MTV VJ Dan Cortese. The tag line developed for the promotion was "BK, I love this place".
The meatloaf sandwich was a component of the company's new BK Dinner Baskets product line and serving concept. To advertise the product line and concept, Burger King hired New York-based D'Arcy Masius Benton & Bowles agency to produce a series of "BK Teevee" commercials featuring MTV VJ Dan Cortese. The promotional slogan was "BK, I adore this place."