September 21st, International Peace Day, it’s coming up, but prior to yesterday did you know this? Neither did I, but yesterday after Burger King executed what could arguably be one of the most brilliant marketing strategies ever, I will never forget International Peace Day. With full page ads in both The Chicago Tribune and The New York Times, plus a website and video dedicated to their pitch, Burger King suggested to McDonald’s that they merge their Whopper and the McDonald’s Big Mac for one day only.
Dubbed the #UnthinkableBurger, Burger King proposed that these two iconic brands would set aside their differences and unite to raise awareness of International Peace Day and raise funds for the Foundation.
I’m pretty conscious of what I eat, and even though this burger would be only available in Atlanta (which was deemed to be the midway point between both brands HQ’s) I suddenly found myself wanting this proposed “Frankenburger” of sorts. I also wanted to support the cause and the gesture. Who hates international peace, right?
Burger King’s campaign, or challenge, if you will, reminded me of a high school kid going over the top in some cutesy, elaborate and outrageous way to ask a date to prom, making the gesture unforgettable and difficult to turn down. Well that’s just what McDonald’s did. They turned Burger King down. No counter offer, no other suggestion or compromise. Instead, Steve Easterbook CEO of McDonald’s gave a vague response with a thank you but no thank you. This was not going to happen, that much was clear. Well Mr. Easterbrook you can rain on the parade, but you will not be taking this away from me. I went ahead and made my own McWhopper today.
I also made a donation to International Peace Day, and came to a few conclusions.
1. The Big Mac is pretty much tasteless. I have never tried a side-by-side comparison but now that I have, I’m writing off the Big Mac.
2. I also think now that since BK Lounge has brought back chicken fries Steve Easterbrook’s company might be in trouble, well beyond the 3000 some negative comments written underneath his response to the King.
3. All Burger King needs to do now is bring back Kid Vid and the Kids Club, and I think the momentum could be unstoppable.
P.S. Anybody else remember the McWorld campaign?