To launch the Angus Steak Burger we capitalised on the media attention assorted diets were receiving by introducing the phony “Angus Diet”. :30 and :60 spots established fictional self-help evangelist Dr. Angus as the diet's creator. To efficiently extend the message and differentiate the brand, direct response commercials and infomercials hawked Dr. Angus’ book “Eating the Angus Diet”. Users could send “Dr. Angus Interventions” or download the text of “Eating the Angus Diet” on the accompanying website.

The Dr Angus website received over 13 million hits and although tongue in cheek, numerous copies of the Angus Diet book were actually ordered. More importantly sales of the new Angus Steak Burger exceeded goal and delivered another positive month in comparable store sales.