 The veal Parmesan sandwich was introduced in a series of commercials from JWT centered around the new corporate ad slogan , Aren 't you hungry - for Burger King now ? targeting the 19- to 49 @-@ year @-@ old male demographic . The campaign was part of a back @-@ to @-@ basics program designed to put the company on a more competitive footing with main rival McDonald 's , who was outspending Burger King 's advertising budget by a factor of three . With the new program , the company hoped to establish itself as the higher quality alternative to McDonald 's . 
