Content360 2023
Burger King features competitors in ad as it debates where the best burger is

Burger King features competitors in ad as it debates where the best burger is

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Burger King France is debating where the best burger is. Acknowledging its competitors such as McDonald’s, KFC, Five Guys, Quick, Bioburger, Big Fernand and PNY, Burger King understands that choosing a burger is an art and agreeing on the best one is a debate with an appetite.

Therefore, Burger King partnered with ad agency Buzzman to put an end to the debate. The video begins with two people debating on whether Big Mac or Royal Deluxe is better in a Burger King store. More and more people in the store then join the debate. Some added that Kentucky from KFC is a marvel, while some think that Quick N’ Toast base from Quick is the best. Some love Five Guys and Bioburger more. They are being more and more emotional to fight for their own choices. Some liked steak, others liked chicken.


The campaign was launched on 26 November social networks with a teaser phase on Twitter. The campaign also continued on TV with a film in three formats unveiled for the first time at half-time of the France-Denmark World Cup match. MARKETING-INTERACTIVE has reached out to Burger King for further information.

This is not the first time Burger King has featured a competitor in its ads. Last year, Burger King Belgium celebrated its fifth anniversary by hiring a clown and it is seeking advice from a brand that would know a thing or two about clowns – McDonald's. To prove that it was not clowning around, Burger King said in a LinkedIn job listing that this is a 24-hour fixed-term contract for the clown to host its anniversary day on 29 June for an undisclosed amount of salary.

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