Burger King and McDonald’s have been rivals in the fast food industry for the longest time and the two have never missed a chance to take a shot at each other. However, during the Helsinki Pride Week in Finland, Burger King extended an affectionate gesture towards its rival to celebrate love between all genders with its ‘Love Conquers All’ campaign conceptualized by the agency TBWA, Finland.
The print campaign shows the Burger King sealing away his past differences with Ronald McDonald with an affectionate kiss. The print campaign was widely promoted across its outdoor advertisements and restaurants in Finland and also on its social media. The creative is accompanied by the phrase ‘Love Conquers all’ to symbolize how one mustn’t discriminate based on prevalent gender biases when it comes to love.
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Burger King Finland’s brand manager Kaisa Kasila said, “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.”
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