But McDonald’s not lovin’ it

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Just as M+AD went to press, we heard from the US that McDonald’s has met Burger King’s McWhopper proposal with the proverbial cold shoulder.

According to a report published by Ad Age a few minutes ago, McDonald’s, in a short online letter simply signed “Steve, McDonald’s CEO”, said it thinks the brands “could do something bigger to make a difference”.

McDonald’s told Ad Age it would be in touch with Burger King, but knocked down its rival’s attempt to tie the marketing effort to Peace Day, without naming it directly.

“And every day, let’s acknowledge that between us there is simply a friendly business competition and certainly not the unequalled circumstances of the real pain and suffering of war,” McDonald’s said.

Burger King’s proposal, laid out at mcwhopper.com, include a special sandwich, uniforms with both chains’ logos and even a pop-up restaurant in Atlanta that would serve the special burger. Patrons wouldn’t pay with money, but would instead pay by declaring their own truces on paper tray mats.

The NZ connection

The Burger King work was done by seven agencies including Alison Brod PR, which sent the details out to reporters on Wednesday morning to spread the word. The other firms involved are WPP’s Y&R New Zealand, Code & Theory, The David Agency, Rock Orange, Turner Duckworth and Horizon, the PR agency said.

  • Read the Ad Age report here

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