Burger King: Order from McDonald's

Burger King, a quick service restaurant chain, promoted all restaurants in France during the hardships of the COVID-19 lockdown – even its main competitor.

Campaign details

Brand: Burger KingBrand owner: GroupeFloAgency: KR Wavemaker & BuzzmanMarket: France

Executive summary

During the COVID-19 crisis, the restaurant industry has suffered from several closures and many restaurants closed definitely. To help the market, Burger King decided to promote all restaurants – even its main competitors McDonald’s – with the claim “Order from McDonald’s”

Market background

In France, Burger King is a challenger brand, whereas McDonald’s has a huge share of market and many other competitors, such as KFC, Quick, OTacos, Big Fernand, etc.

Challenge and business objectives

How...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands