 In the UK in 2009, CP+B and Cow PR launched a perfume, called "Burger King Flame"; Piers Morgan appeared in a poster campaign and a video.Burger King's first major tie-in, and one of the first for the QSR industry, was the 1977 film "Star Wars" in which BK sold a set of glasses featuring the main characters from the film.From that point on, competition between the major QSR chains became an important part of advertising in the fast food industry; McDonald's partnered with Disney in the 1980s and early 1990s.