Heartbreak fast food chain? Sir Howard angry over poster promotion

A picture of the manager of a local food chain superimposed over an image of a young Howard Morrison has angered the legendary entertainer.

An outline Sir Howard's head sits in a poster on the shoulders of the torso of Elvis Presley in a Burger Fuel promotion.

The promotion was launched recently by the company, which has gained a recent high profile through attempts at a public share sell.

The image now shows a portrait of Ryan Petch, the Rotorua manager. Mr Petch referred further questions to the parent Burger Fuel company's marketing manager, Aaron Carten.

Sir Howard said he was also annoyed that the image is also linked to the catchphrase "Viva Roto Vegas", which he had publicly opposed.

Burger Fuel is using the promotion in its food bar on the Fenton Street side of the Central Mall.

"The owners want to call the opening Viva Roto Vegas'," Sir Howard said, referring to the Presley Viva Las Vegas hit song of the 1960s.

"They thought I would be doing back flips over it."

Sir Howard was making his name in that decade with his celebrated quartet.

He opposed the promotion "unconditionally", regardless of any offer of payment.

"They were presumptuous enough to go ahead," Sir Howard said, referring to lack of contact with him.

"Then they rang back...to see me in Auckland over a fee and vouchers for my mokopuna. I said, No'."

Mr Carten said from Auckand yesterday he could understand Sir Howard's reaction, and the company did not intend to offend him.

Sir Howard was regarded as a Rotorua icon, hence the promotion. Originally, the company had placed a full visage of Sir Howard, but changed it to superimpose a picture of Mr Petch when the entertainer's views became known.

"You'll see (Rotorua manager) Ryan's brushed his hair back, too," Mr Carten said.

An outline of Sir Howard's head, remains, however, visible.

Mr Carten confirmed Sir Howard had refused offers of recompense.

Sir Howard said: "They thought it was humorous and they were presumptuous enough to think I would find it humorous."

Sir Howard said he could not believe what had happened.

"I'm really annoyed about it."

Should Burger Fuel go global in promoting stars without permission problems could lie ahead, he said.

"I've been in the business for 50 years and one of the things you learn first over time is not to let anyone take licence with your image, and that's what they've done."

Mr Carten said the company was also not aware of Sir Howard's aversion to the Roto Vegas moniker.

"We certainly did not want to offend Sir Howard and we weren't aware of his view...but the whole tone of it is (of) this great man (Sir Howard) alongside Elvis."

He said the promotion would stand for about a month.

It was not the first time it had happened to Sir Howard, with 42 Below alcohol company depicting Sir Howard as a Maori warrior. At Sir Howard's request, the promotion was pulled.