During Helsinki Pride, Burger King has declared its love to McDonald’s with the painting “Love conquers all”, which shows the burger chain’s respective mascots embracing each other.
The creative partner behind the idea and campaign is TBWA\Helsinki, and the media partner is Virta Helsinki.
Burger King Finland’s brand manager Kaisa Kasila commented: “Burger King has always stood for equality, love and everyone’s right to be just the way they are. The only instance where it might not seem so, is when we’re bantering with our competitor. But we want to be clear – it all stems from the respect we have for them. And we know McDonald’s stands for the values we stand for, too.”
The long-awaited kiss can be widely seen in outdoor and print advertising as well as in Burger King’s own channels and restaurants around Finland during Helsinki Pride Week.
“The idea behind the painting sprung from our desire to celebrate love in all forms. 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,” Kasila said.
Not that the two brands are alway so cosy. As B&T reported a week ago, McDonald’s in Australia is taking Hungry Jack’s to the federal court over its copycat ‘Big Jack’ burger. Read the original reporting here.