A new Finnish ad campaign by Burger King celebrates LGBTQ pride by showing the fast food chain's mascot kissing its rival McDonald's mascot, Ronald McDonald. The ad is appropriately called, "Love Conquers All."
The ad campaign, which shows the two burger icons forming a heart, was launched by Burger King Finland as the brand serves as the official partner for Helsinki Pride, which is taking place until September 13. Helsinki Pride kicked off on September 7, after being delayed due to the coronavirus.
In a statement to Adweek, Burger King Finland's brand manager Kaisa Kasila said that the design was a reflection of the values Burger King has always held dear. "Burger King has always stood for equality, love and everyone's right to be just the way they are," she said. "The only instance where it might not seem so is when we're bantering with our competitor."
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While both the Golden Arches and BK have had their fair share of squabbles in the past, Kasila wanted to show respect to McDonald's. "We thought, what a better way to convey our values than by portraying an all-encompassing kiss between Burger King and McDonald. We wanted to show that in the end, love always wins," she said. "And we know McDonald's stands for the values we stand for, too."
This isn't the first olive branch that Burger King has extended to McDonald's. In 2015, BK proposed a "McWhopper," which combined both the chains' signature sandwiches: Burger King's Whopper and McDonald's Big Mac, according to The New York Times. Burger King suggested that the two could sell the hybrid burger at a joint location for one day: September 21 to celebrate the United Nations' International Day of Peace and donate the profits to Peace One Day.
Unfortunately, in a since-deleted Facebook post, McDonald's declined its rival's offer for the McWhopper. "We love the intention but think our two brands could do something bigger to make a difference," then-CEO Steve Easterbrook wrote in a post.
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Restaurant Brands International, the fast food holding company that also has shares in Tim Hortons and Popeyes, global chief marketing officer Fer Machado told Adweek how important diversity and inclusion was to its company. He also said he hopes that McDonald's will understand that the ad's message transcends mere corporate rivalry. "Our brand is always bold, edgy and fun. So showcasing this 'impossible kiss' is a way to demonstrate that love conquers all. And we hope that 'the other guys' understand that it is actually a celebration of love rather than a competitive statement," he said.
Press contacts for Burger King and McDonald's did not respond to Newsweek's emailed request for comment in time for publication.
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Ronald McDonald and Burger King Mascot Share Kiss in 'Love Conquers All' Ad - Newsweek
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