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.