 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 ads featuring MTV VJ Dan Cortese . The tag line developed for the promotion was " BK , I love this place " . The advertising program was designed as part of a back to basics plan by Burger King after a series of disappointing advertising schemes including the failure of its 1980s Where 's Herb ? campaign . The Dinner Baskets were one of two main parts of the plan , as was a newly introduced value menu in response to similar offerings at McDonald 's , Taco Bell and Wendy 's . 
