Burger King has kicked off a new promotional campaign – a partnership with arch-rival McDonald’s – designed to promote World Peace rather than either company’s wares. It’s a bit of a long story, and it even involves the United Nations. But it’s a good one and I’m going to tell it anyway…
Let’s get one thing straight right off the top: This was Burger King’s idea – a unilateral initiative – and, at this writing, McD’s has said thanks, but no thanks. But there are forces at work that say that can still change. And those pushing the unlikely confluence of McD’s and BK insist the seeming deadlock can still be broken by the deadline, September 21.
Why September 21?
Because that’s the date fixed by the United Nations as the International Day of Peace. It started in 1981 and became an annual observance in 2006.
The proposal from BK was for both chains to sell the same flagship burger – a mashup of the Whopper and the Big Mac – from one unified pop-up outlet in Atlanta on the Day. What greater symbol of international peace (not to mention ‘ceasefire and non-violence’ as stated in the UN resolution creating the Day) than the world’s Burger super powers coming to an historic – albeit fleeting – accord?
BK wants the McWhopper to blend the best and most iconic elements of both flagship sandwiches, using equal numbers of ingredients from each in the burger ‘build’. BK also came up with a design for the pop-up store, packaging and even uniforms, using elements of both it’s own and McD’s corporate colours and symbols.
How would it taste? Yahoo! Food build a prototype and had random tasters give their verdict here,,,
The McDonald’s response…
McD’s CEO Steve Easterbrooke messaged BK back without delay when he became aware of the proposal:
Inspiration for a good cause… great idea.
We love the intention but think our two brands could do something bigger to make a difference.
We commit to raise awareness worldwide, perhaps you’ll join us in a meaningful global effort?
And every day, let’s acknowledge that between us there is simply a friendly business competition and certainly not the unequaled circumstances of the real pain and suffering of war.
We’ll be in touch.
P.S. A simple phone call will do next time.
To this impartial observer, it looks like something might still gel between the two fast food giants in time for September 21.
We’ll keep you posted!