One week after McDonald’s lost the right to trademark the “Big Mac”in the EU, Burger King has introduced a new menu mocking the Big Mac.
McDonald’s and Burger King are long-standing rivals when it comes to who serves the best burger: is it the Whopper or the Big Mac?
Following McDonald’s loss in the European Trademark Court against the small Irish hamburger chain Supermac’s, other companies can now use the name ‘Big Mac’ within the EU.
Burger King CEO Iwo Zakowski in Sweden said: “McDonald’s just lost its trademark for the Big Mac for suing a much smaller player… it’s too much fun for us to stay away”.
Burger King has launched a new product line called “Not Big Macs” for a limited time.
Customers at Burger King in Stockholm saw a ‘new’ menu filled with product names that showed how their products are nothing like Bic Macs.
In reality, the burgers are from Burger King’s normal menu but with temporarily changed names, such as:
“Big Mac-ish but flame-grilled of course”
“Like a Big Mac but actually big”
“The burger Big Mac wished it was”
“Kind of like a Big Mac but juicier and tastier” and
“Anything but a Bic Mac”
Iwo said: “”Big Mac-ish but flame-grilled of course” is selling really well, but we already know that people love our burgers because they are exactly that”.
Agency: Ingo Stockholm
Client: Burger King
ECD: Björn Ståhl
Art Director: Max Hultberg
Copywriter: Magnus Ivansson
Account Manager: Marie Pohl
Planner: Simon Stefansson
Tech Director: Stefan Kindgren
CEO, Burger King Sweden: Iwo Zakowski