Burger King creates campaign around Big Mac in Europe » Portal Insights

The fast food chain McDonalds recently lost a legal battle in Sweden to a smaller burger chain, which resulted in it losing the exclusive right to the name of one of its most famous products, the Big Mac.

Taking advantage of the opportunity, the Burger Kinga direct competitor of the company, decided to adopt a marketing strategy that provokes customers.

In place of the traditional names of the brand's burgers, names such as “Big Mac, but really big” or “Everything but a Big Mac” in a special menu called “Not Big Macs.”

The CEO of Burger King in Sweden he gave an interview in which he said that:

“O McDonalds lost its Big Mac brand to a much smaller chain in Sweden, and that's too much fun to miss out on.”

Some considerations can be made on the subject:

The first one is about how important it is to have a strong enough branding and market presence to overcome a problem like this without suffering major losses. Even without the unique name of the Big MacO McDonalds will continue to be one of the most profitable fast-food franchises in the world.

On the other hand, taking advantage of decisions like this can bring a lot of organic advertising from news networks, which attracts even more audiences. Furthermore, it reinforces the brand’s purposes and message, in this case the Burger King: they sell themselves as the best burger on the market, putting quality where many only put quantity.

The most important thing is knowing how to take advantage of these situations to generate even more positive results and keep the brand relevant. Despite all this, no official response from the McDonalds still emerged.

The advertising war between the two companies began a few years ago, and has already yielded other good moments.

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