Burger King’s thrust and parry with McDonald’s steps up a notch. Burger King has declared openly that McDonald’s is its arch nemesis.
It’s a play on words, but also another fierce campaign in a long-running (often brilliantly witty) battle. McDonald’s launched the Big Arch burger, last week with a big-,spend global campaign by Leo Burnett.
BBH London saw the pun and an opportunity to take the wind out of itsrivals sails. Burger King moved a digital advertising van directly in front of a McDonald’s outdoor ad site, with this message:
The stunt, and its social add-ons, remind people that the Big Arch is just a newbie. The Whopper has heritage.
