Who’s winning Burger Wars – From Genius Marketing to PR Fails

So today I continue my account of ‘Burger Wars’, what is Burger Wars you might ask? Burger Wars is the competition between McDonalds and Burger King. Two giants of the burger world, battling it out for the top spot. How do they do this? Well through their PR and Marketing Campaigns of course. Often making subtle references to their competitor or not so subtle in Burger King’s case.

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I wrote a post on my personal blog around a month ago, called ‘A Day Without a Whopper’ which you can find here. This detailed Burger King’s decision to stop selling their famous ‘Whopper’ burger for the day in aid of their competitor McDonald’s charity campaign. They told all their customers to go to McDonalds and instead buy a Big Mac as profits would go to charity. This came a few years after Burger King had tried to collaborate with McDonalds on the McWhopper, again for charity, but had been rejected by their competitor. Burger King just being charitable? I don’t think so, these were very clever and well thought through marketing campaigns designed to make Burger King look like the bigger person in this clash of titans.

So what’s happened since?

Well I have personally been seeing a lot on Twitter and LinkedIn about various PR and Marketing Campaigns from the giants – both good and bad. So I thought it was only fair that I summarise my findings in a blog post on the latest in this saga.

Genius Marketing

  1. McDonalds – It’s Not the Same Without the ‘M’

This campaign in particular I have seen widely shared across LinkedIn over the past week and it’s one that stuck with me proving how successful it was. McDonalds decided to stamp their branding in some of the busiest places in the world – Airports. Removing their signature letter ‘M’ for the titles of many well-known countries and simply using the slogan ‘It’s Not the Same Without the M’. One thing I loved about this campaign was this simplicity, it’s eye catching and straight to the point, you automatically known what brand it’s for and it makes you think of McDonalds. I know after a long flight, often the first thing I want is a quick and easy meal, so I think the positioning here is great.

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  1. Burger King – The Meltdown

Burger King decided to get on board with sustainability and vowed to stop producing plastic toys in its kid’s meals, as part of an aim to save 320 tonnes of single use plastic. The fast food restaurant now also offers a service where you can bring in your old plastic toys to be melted down and the opening week of this promotion you would receive a free kid’s meal in return for doing so. In typical Burger King style, they didn’t miss the opportunity to take a jibe at McDonald’s by stating their toys where ‘especially’ welcome in their promotional video. For me this is a huge win for Burger King, climate change and sustainability are such a talked about issue at the moment and this is the type of reaction we need from big brands and corporations.

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PR Fails

  1. McDonalds – ‘Bloody Sundae’

I’m sure most people have heard about this by now as it’s been highly reported on and sensitive issue, especially in Northern Ireland. But McDonald’s were the subject of a huge PR Fail, over a Halloween promotion of their Ice Cream in their Portugal stores featuring the slogan ‘Sundae Bloody Sundae’. McDonald’s has since issued a public apology stating that the campaign was not intended to reference historical events and that they sincerely apologise for any offence caused. However, this has not stopped residents of Northern Ireland and further afield being highly and rightly upset by the campaign.

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  1. Burger King – Milkshake Tweet

Burger King came under fire with the ASA recently about a tongue and cheek tweet stating ‘Dear people of Scotland, We’re selling milkshakes all weekend. Have fun.” The tweet came as a response to McDonald’s stopping selling milkshakes at the request of the police, due to politicians such as Nigel Farage being ‘milkshaked’ (having a milkshake thrown over them in the street). The ASA stated that they considered that the ad encourages ‘anti-social behaviour’ and banned the tweet.

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So who’s winning here?

In my eyes Burger King have the lead here, I love how reactive their PR and Marketing is and their constant focus on current issues. I think their constant ‘trolling’ and responding to McDonald’s is pretty humorous and clever and gives them the upper hand here.

 

Hannah Chambers is a final year BSc in Communication Management and Public Relations student at Ulster University. You can find her on – Twitter: @HannahC_PR  and LinkedIn: Hannah Chambers

Ronald to the Rescue

Ronald to the Rescue

When you think of the name “Ronald McDonald”, what springs to mind? A clown who is just as creepy looking as he is infamous? The “Joe Camel” of fast food? I wouldn’t say that glorious imagery sprung to mind when I used to hear the name myself, but maybe after reading this post you will have a new-found respect for it.

We’ve all been to a McDonald’s at some point in our lives, and I’m guessing that most of us would recognise this logo which is found on the charity boxes placed at every till point.

Duchess of Cambridge to visit Ronald McDonald House

This logo represents the Ronald McDonald House Charities (RHMC), which are based right here in Northern Ireland, the rest of the UK, Ireland, and all over the world.

I tend to throw change into charity boxes on tills when I buy things, but as much as I do that I never really think about the charity I’ve just donated to after I walk out the door. I also always tend to think of big global and dominant brands as being somewhat selfish. For example, after finding out that Starbucks Ireland only payed 45 euros in tax last year, I tend to think twice before I invest in one of their seasonal lattes.

I’ve recently learnt that not only do McDonald’s and their franchisees allow the placement of RHMC collection boxes at each till point, the company also donates money from its own sales. In 2016, they added an extra one million pounds donation from sales to the existing three million that had been collected in the UK that year.

RHMC pride McDonald’s as an “essential, valuable and sustaining partner” and McDonald’s even provide office space to the charity in their Head Quarters around the world, along with general and administrative support, HR, payroll, organisation support and ICT and computer systems.

RHMC globally has been McDonald’s charity of choice since its founding in 1989 and provides hope and respite to families during challenging times of life. The thing that inspired me to read more into McDonald’s corporate philanthropy and the RHMC, was a tweet by an individual who was personally affected by the works of the charity and was highly praising them.

So, there you go, Ronald McDonald will continue to look creepy but hey! He’s a good guy. And McDonald’s may be swimming in profits and sitting comfortably on the Forbes’ list of “Most Valuable Global Brands”, but their philanthropic measures should not go un-noticed.

McDonald’s says its mascot Ronald McDonald is keeping a low profile as reports of creepy clown sightings sweep communities across the globe.

 

Rachel Reilly is a second year BSc in Communication, Advertising & Marketing student at Ulster University. She can be found on LinkedIn: www.linkedin.com/in/rachelreilly98