Nothing defines “it’s complicated” relationship status these days as much as Burger King’s feelings about McDonald’s.
Most days, BK targets the Golden Arches with ridicule and trolling, best known via The Whopper Detour, which encouraged fans to go to a McD’s location and search the Burger King app for a free Whopper – and then to go.
However, Burger King has been known to show some love, such as his suggestion to create a McWhopper for Peace Day in 2015, or more directly when he created an ad in Finland in which the king met Ronald McDonald in honor of the Pride Week made out.
In a similarly positive way, Burger King France and UK ran an ad from the Buzzman France agency urging fans to do what you would never expect from the flame grill chain: order from McDonald’s.
Here is the text of the ad:
We never thought we would ask you to. Just like we never thought we would encourage you to order from KFC. Fast, O’Tacos, Domino’s Pizza, Subway, Eat Sushi, Pizza Del Arte, Hippopotamus, Pitaya, Sushi Shop, Big Fernand, Mama Primi, Chez Michel, Le Bistrot Basque, Café Kokomo, Yima … or one of them of the other independent food outlets, too numerous to mention here. In short, from one of our sister food chains (fast or not so fast).
We never thought we would ask you to. But restaurants with thousands of employees really need your support right now.
So if you’re ready to help, keep indulging in delicious meals with home, take-out, or drive-through delivery. Getting a Whopper is always best, but ordering a Big Mac isn’t such a bad thing either.
The ad comes as both the UK and France enter a new wave of lockdowns amid rising Covid-19 infection rates.
The work takes on a significantly different tone than Burger King’s recent Halloween campaigns, including one that conjured up a creepy clown in bathroom mirrors. In addition, MullenLowe US’s Scary Places created ominous images of abandoned competitor locations and encouraged Burger King fans to visit them to unlock Whopper coupons:
Client: Burger King France
Marketing Manager: Alexandre Simon
Product Marketing Officer: Carole Rousseau
Director of Communication, Public Relations and CSR: Muriel Reyss
Agency: Buzzman France
President and Executive Creative Director: Georges Mohammed-Chérif
Vice President: Thomas Granger
Managing Director: Julien Levilain
Art Director: Philippe Boucheron
Copywriter: Patrice Envelopes
Art Director Assistant: Mona Saleh
Account manager: Loïc Coelho
Account Manager: Fany Maupou
Head of Social Media: Julien Scaglione
Social Media Advisor: Félix Brunot
Social Media Advisor: Arnaud Cherbonnier
Head of PR & Communication: Amélie Juillet
PR and communications manager: Paul Renaudineau
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