A truce in the “burger war”?

BurgerKing's PR strategy in the "burger war" with McDonalds

Let’s talk a little about BurgerKing’s excellent PR strategy in the “burger war” with McDonalds. On an international day of peace, BurgerKing published a proposal to create a common McWhopper burger and sell it in a general cafe that will exist all day long. The money was planned to be donated to charity.

To which the general director of McDonalds replied: ”
To inspire a good deed … Great idea. We like this aspiration, but we think that our brands can do something more. We draw attention to problems around the world, perhaps you will join us? ”

The concept of a joint burger never materialized, but nevertheless gave the authors an unambiguous PR victory through integrated advertising, becoming a favorite in Cannes.

Read also: The genius of resourcefulness. Joker Richard Branson


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