MIAMI (AP) _ Burger King kicks off a $32 million, eight-week celebrity ad campaign for its reformulated Whopper on prime time television Sunday night on all three major networks.

Spots will feature Mr. T, the Mr. Bill character from ''Saturday Night Live,'' Loretta Swit of ''M-A-S-H,'' Oakland Raiders defensive end Lyle Alzado, Bruce Weitz of ''Hill Street Blues'' and Emmanuel Lewis of ''Webster.''

The Miami-based hamburger chain said it is spending $12 million more than Wendy's spent in eight weeks of its ''Where's the Beef?'' campaign last year.

The ads push a Whopper that contains more beef, a new cheese and a kaiser roll.

In each spot, the celebrity plays a skeptical consumer who already liked the Whopper but is won over by the new product after a taste. A Burger King executive announces the Whopper's increase in beef content and taste test superiority.

''You in the suit. You in a lot of trouble,'' Mr. T responds. Then he tastes the new Whopper.

''OK fool. It's good. I'll let you live.''