Brand Beef

How Burger King takes curious pops at its (golden) arch rival...


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Competitor brands normally do a good job of completely ignoring each other in their communications, but it’s intriguing when that’s not the case. Burger King has quite a history of beef (flame grilled, natch) with McDonald’s, and their latest swipe is one of strangest yet.

American agency David Miami has crafted a print campaign which features real pics of rather large homes owned by former McDonald’s big cheeses (so many burger puns on offer in this post), each boasting a patio grill and the assertion that “flame grilling is hard to resist” – flame grilling, of course, being Burger King’s point of difference.

Previous Burger King pops at their rival include dressing a Queens, New York, outlet up as the ghost of McDonald’s on Halloween. There’s a fine line in getting this type of stuff right – if you’re not careful, you can come across as bitter, twisted and perhaps a little overshadowed. But we reckon the rather random, and unexpected, nature of these executions sees them coming out well.