The King had made his “peace proposal” in full-page ads in Wednesday’s New York Times and Chicago Tribune, suggesting a one-day pop-up restaurant in Atlanta, a middle point between McDonald’s headquarters in Chicago and Burger King’s in Miami.
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“All the tastiest bits of your Big Mac and our Whopper, united in one delicious, peace-loving burger”, B.K. explains, noting proceeds would go to Peace One.
“As two of the world’s largest brands, we’re in the ideal position to influence change and leverage our size, scope and resources to help make the world a better place”, the company said in a video on the McWhopper site. “Perhaps you’ll join us in a meaningful global effort?”
But Easterbrook chided Burger King for using the language of battle to describe their competition, saying it paled compared to the “real pain and suffering of war”.
That somewhat similar to what Burger King is asking of McDonald’s, but the interest underneath the Golden Arches is missing.
Steve Easterbrook, chief executive of McDonald’s, replied to Burger King’s bid with a Facebook post.
Burger King’sstatedmotive was to promote Peace One Day, an organization lobbying to make September 21 an worldwide Day of Peace. “I would only try it because it is World Peace Day”, said Maurice, a technology marketing director in Atlanta.
The Burger King has reached out to Ronald McDonald to ask for a ceasefire in the Burger Wars.
“McDonald’s wants to be a buzzkill and instead try to be all righteous with some phantom plan to raise global awareness”, one commenter wrote while another added, “Wow McDonald’s… what a shame”.
The Burger King work was done by seven agencies including Alison Brod Public Relations, which sent the details out to reporters on Wednesday morning to spread the word.
You get the idea.
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Y&R New Zealand conceived the idea, working with Burger King’s other U.S. and global partners including ABPR, Code & Theory, David, Horizon, Rock Orange and Turner Duckworth.
