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CORPORATE COMMUNICATIONS

of Burger King, stressing King, although currently a

that the realization of this market-challenger (second

proposal would greatly help „Dear Burger King, largest on the market),
promote the Day of Peace. hardly maintains this

Additionally, their campaign position, so at the end of
formally lasts only one day, Inspiration for a good cause ... great idea. 2014 it lost the second

with only once published place by the progressive

notice and launched Web We love the intention, but we think our two fast-food chain Wendy‘s,

site, while they emphasize brands could do something bigger to make a something that it regained
in the campaign they are difference. in the first half of 2015 with
ready to continue only much work and effort. Here

if they receive a positive comes the ingenuity of their
response from McDonald‘s. We commit to raise awareness worldwide, communication gambit.
They are aware that the perhaps you will join us in a meaningful global Although at first sight this

communication stone they effort? is a glove thrown to the

throw into the sea of public market-leader McDonald‘s

sphere is large enough to And every day, let’s acknowledge that and an attempt to penetrate
create a series of waves in between us there is simply a friendly business the market segment held
public, making the topic competition and certainly not the unequalled by the market leader, with
remain hot long enough this bold, rebellious and
without their further circumstances of the real pain and suffering of controversial move Burger

participation. Of course, as war. King actually eliminates

fuel for the communication all other market-followers

spin, although without We‘ll be in touch. or market-nichers and
additional changes, they strengthens its position.

leave the site McWhopper. They hereby position
com active, which meets - Steve, McDonald‘s CEO themselves as the most
the criteria for both silence PS A simple phone call will do next time. „
serious and the only real

and presence. So, only on market-challenger on the

the first day, the proposal throne which is for decades

of Burger King caused over held by McDonald‘s and

4,000 retweets and as many faves on Twitter; 2,300 leaves out of the game, with their hands tied, the

comments on Facebook, over 7,000 shares and over remaining competitors in this position.

24,000 likes. Additionally, #McWhopperProposal I can only imagine the panic in the PR department

hashtag is the most successful hashtag that has of McDonald‘s, on the day Burger King launched

ever been launched by the company, and the other this communication gambit. I do not know, but I

hashtags such as #SettleTheBeef or the simple guess that a „War Room“ was called immediately,

#McWhopper constantly generate content. Overall, where top analysts and PR experts presented their

though controversial, the proposal is designed analyses and proposals on how McDonald‘s should

carefully enough to prevent negative reactions act in this situation. According to the reply which

from the public to Burger King in the sense that was released the next day, the conclusion was: The

it exploits the noble mission of POD in order to proposal should be rejected, immediately, without

lucratively ensure communication advantage making „drama“ out of it. Although „casual“, the

against the competitors, while representing a bold proposal contains details that are carefully selected

move that generated much attention. to represent an appropriate response to the Burger

On the other hand, Burger King is aware that as King gambit. First, to the relatively „loud“ offer,

a company and brand they are unripe for true joint McDonald‘s replied only on their Facebook account

action with their far larger competitor McDonald‘s. and the link is posted on their Twitter account.

In fact, in reality, McDonald‘s is the undisputed They are aware that it will be taken by all relevant

market leader in the fast food industry in the world, media and analysts, and in doing so, they will send a

which really has no communication need to be message that the drama surrounding this proposal

equated with any other brand, but rather carefully is exaggerated and unnecessary. Moreover, the tone

and jealously keeps this comfortable position. Burger of the response is carefully dosed, to answer all

82 September 2015