In a novel marketing stunt, Burger King has invited McDonald’s to put aside rivalries for just one day, and make a ‘McWhopper’ for World Peace Day. But all has not gone to plan as its larger rival has refused to bite the bait…
On a website dedicated to the idea, Burger King said: “Let’s end the beef, with beef. If [McDonald’s] chooses not to participate, no harm done – after all, peace isn’t always easy to achieve. Should they say yes, burger fans will get to experience the culinary mash-up of a lifetime and walk away inspired by the mouth-watering taste of peace.”
— Burger King (@BurgerKing) August 26, 2015
The limited edition burger would be available in a co-branded pop-up restaurant in Atlanta, the mid-way point between McDonald’s headquarters in Chicago and Burger King HQ in Miami.
The fast food chain explained its plans in a video hosted on the McWhopper site:
However, customers wouldn’t pay for their McWhopper with cash. Instead, they would be asked to sign a tray mat declaring who they will make peace with, under the hashtag #settlethebeef.
Burger King even made a video of how the combined burger would look:
Burger King has proposed a design for takeaway packaging and staff uniforms that incorporate the colour and logos of each company.
All proceeds would go to Peace One Day, the non-profit organisation behind the initiative that aims to achieve global ceasefire and non-violence for one day each year.The United Nations has set Sept. 21 as the day to celebrate world peace.
“Corporate activism on this scale creates mass awareness and awareness creates action and action saves lives,” Jeremy Gilley, founder of Peace One Day, said in a video posted on the website, mcwhopper.com, that Burger King is using to explain its proposal.
No Burger King executive was available for comment, but in a news release, Fernando Machado, the company’s senior vice president for global brand management, urged McDonald’s to help “make history and generate a lot of noise around Peace Day.”
Burger King is now part of a Canadian-based company called Restaurant Brands International, which was created by the private equity group 3G Capital when it merged the burger chain with Tim Hortons, a Canadian restaurant chain.
One sticking point might be the ketchup. McDonald’s famously stopped using Heinz ketchup when 3G bought the company, and Burger King has suggested using it on the McWhopper.
McDonald’s frosty Facebook response- Not Lovin’ It
But it seems the burger giant is less keen on mixing its ingredients with its rival fast food joint.
Steve Easterbrook, chief executive of McDonald’s, replied to Burger King’s bid with a Facebook post. He said the two brands “could do something bigger to make a difference” and questioned Burger King’s choice to compare their business rivalry to “the unequaled circumstances of the real pain and suffering of war”.
The response has not gone down well on Facebook, with many fans criticising the frosty and passive aggressive tone. (See screenshoot of top responses below).