Burger King Wants You to Order from McDonald’s

“Order from McDonald’s”. This is the surprising but united message that Burger King France decided to launch yesterday to show its support to the (fast or not) food service industry, highly impacted by the second lockdown that was established in France last week.

While Burger King has a long tradition of good-humoured jokes at the expense of its biggest competitors, the message makes it clear that in a time when the hospitality industry is facing existential threats, a more collegiate, supportive tone is more relevant.

The print campaign was published in two of the biggest newspapers in France (L’Équipe and Le Journal du Dimanche) at the weekend and posted on the brand’s social networks.