Introduction
The rivalry between Burger King and McDonald’s is a master class in competitive marketing and brand positioning. This post explores the best advertising combinations and showcases creativity and strategy.
Early stages
Initially, Burger King raced to keep up with McDonald’s global presence. McDonald’s established its brand with consistency and family appeal, while Burger King pursued unique strategies to shape its identity.
Campaign definition
Billboard Showdown (2016): McDonald’s shows its proximity to a billboard in France, showing a nearby McDonald’s and a distant Burger King. Burger King’s witty response showed customers happily travelling the extra distance to get their burgers.
Halloween ‘Scary Clown Night’ (2017): Burger King’s Halloween campaign offered free Whoppers to anyone dressed as a clown, playfully aiming the McDonald’s mascot.
The Gift of Fire (2017): In a Christmas campaign, Burger King humorously suggested that McDonald’s needed help flame-grilling burgers, featuring their mascot delivering a grill to McDonald’s.
#WhopperSecret (2019): Burger King UK claimed a Big Mac hidden behind every Whopper advert advertising its giant burger.
Impact of campaigns
These campaigns showcase Burger King’s direct and humorous approach, often winning the public’s attention and admiration.
Burger King Strategy
Burger King’s advertising, characterized by direct comparisons and witty humour, often creates considerable excitement, showcasing the brand’s creative talent to the public.
McDonald’s response
McDonald’s maintains a subtle and consistent brand, focusing on broad appeal without engaging directly in Burger King’s provocations.
The competition between Burger King and McDonald’s offers a revealing look at marketing tactics and the battle between brands. This rivalry is expected to increase, giving rise to more innovative campaigns and showing the evolution of marketing campaigns.