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Blog / Branding

In these campaigns, are the two big fast-food chains competing or collaborating?

publicidad burgués king mcdonalds

Rocio Romero · 1 mar 2016

Burger King and McDonald’s have reignited their rivalry through campaigns that highlight their global presence and proximity, using direct comparisons to engage consumers and reinforce brand identity.

We all know that when it comes to fast food, Burger King and McDonald's lead the market. We have already seen other advertising campaigns from these two multinationals where the allusion to the rival was clear. In the campaigns you are about to see, they didn't hold back at all.

Let us set the scene. This is the campaign McDonald's launched to highlight the number of their establishments spread around the world. Two billboards indicated the distance from a town to the nearest establishments of both chains.

McDonald’s

Burger King

A few days later, Burger King released this spot based on the same story, showing how this couple would order a coffee at McDonald's (5km from the billboard) in order to travel the more than 200 km that separated them from the nearest Burger King. Right in the face, McDonald's!

Now the question arises: Is this a battle between two burger chains that share the leadership and will continue to do so for the time being? Or were both actions carefully calculated? What do you think?