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The premise of the commercials was that Herb was the only person in the United States who had not eaten a Whopper from Burger King. On November 24, 1985, the first commercials were aired on CBS, NBC, and ABC. Herb was mentioned in newspaper advertisements, on banners at football games, and in flyers distributed to the public. The campaign began with three weeks of "cryptic" messages designed to create interest in the promotion. Before settling on the name Herb, the firm considered such names as Mitch and Oscar. Walter Thompson's Executive Vice President of Marketing, oversaw the creation of the campaign, and it continued under the direction of Tom Sawyer, the company's Vice President of Marketing. Walter Thompson advertising firm at an expense of approximately US$40 million.

The Herb commercials, launched in November 1985, were created by the J.

The promotion was designed to counter the marketing efforts of McDonald's, which was spending an estimated US$80 to 100 million to promote the McDLT (McDonald's Lettuce and Tomato), and Wendy's, which had found success with its " Where's the beef?" commercials. When the commercials were created, Burger King was suffering due to their marketing efforts.