Burger King sends customers to McDonald's
The advertising war of the giants
Millions of burgers are eaten around the world every day, but the two most popular are the Big Mac and the Whopper. The battle for the title of the better sandwich continues endlessly, both between the brands and among their fans. The rivalry has produced numerous advertising battles between these brands. Below we present one of these advertising exchanges:
McDonald's ad Burger King's response
Why does Burger King refuse to sell?
Burger King refuses to sell
However, in this case it was different. Customers who entered an Argentine Burger King heard an unusual response when ordering a Whopper. Staff refused to sell BK's flagship sandwich and instead invited them to the competing restaurant, McDonald's.
This is an unusual promotional campaign in which the two biggest competitors join forces for a worthy cause. Argentine McDonald's organizes "McHappy" day once a year, when profits from every Big Mac purchased at all restaurants in the country are donated to a foundation supporting children with cancer. In response to this campaign, Burger King announced "A Day Without Whopper," sending its customers to McDonald's to buy a sandwich.
Goal: A Day Without Whopper
The entire campaign was of course recorded with hidden cameras:
Summary
As part of the "A Day Without Whopper" campaign, Argentine Burger King refused to sell its flagship sandwich, directing customers to its competitor McDonald's. In this way, it supported the annual "McHappy" initiative, whose proceeds go to a foundation helping children with cancer. The campaign, recorded with hidden cameras, is an example of unusual cooperation between two rivals for a noble cause.
Although rivalry between the chains has lasted for years, this time marketing gave way to solidarity. The whole undertaking shows that even the biggest competitors can join forces when the stakes are helping those in need. It is also proof of a creative approach to CSR in the fast food industry.
