We know that many brands make references to their competitions; a somewhat similar case was presented in December of last year, when Coca-Cola addressed a message to Pepsi for Christmas. This time it was Burger King.
The situation we are going through today is serious regarding discrimination, and brands have not been left behind in their support to eradicate it, many of them have supported the LGBT+ community in their quest to achieve it.
This time Burger King in Finland launched a campaign called “Love conquers all”. This campaign consists of the King of Burger King kissing Ronald McDonald, while a heart is formed with both characters.
Kaisa Kasila, Brand Manager of Burger King in Finland, mentioned that “Burger King has always remained committed to equality, love, and the right of everyone to be who they want to be. Perhaps the only case where it might not seem so is precisely when we joke with our competitor. However, we want to make it clear that it always derives from our most absolute respect for them. In addition, we already know that McDonald's is governed by the same principles and values as we do." This campaign was reflected in exteriors, press, social networks and points of sale, signed by the TBWA/Helsinki agency.
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