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Peace Day Burger

Peace Day Burger

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Updated Sep 02, 2015 at 06:16PM EDT by James Blunt.

Added Sep 02, 2015 at 03:12PM EDT by Don.

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Overview

Peace Day Burger is a viral marketing campaign orchestrated by the fast food company Burger King to collaborate with other chain restaurants in creating a special hamburger to honor of the International Day of Peace held on September 21st.

Background

On August 26th, 2015, the fast food restaurant chain Burger King launched the website McWhopper.com,[1] featuring a proposal for the competitor fast food company McDonald's to collaborate on making a "McWhopper" burger in celebration of Peace One Day on September 21st.



In addition, the company ran full-page ads for the proposal in The New York Times and the Chicago Tribune (shown below).


Good morning McDonald's, We come in peace. In fact, we come in honor of peace. We know we've had our petty differences, but how about we call a ceasefire on these so-called 'burger wars? Here's what we're thinking Peace One Day is a non-profit organization campaigning to make Peace Day, September 21, an annual day of global unity They have a powerful rallying call - Who will you make peace with?' which has inspired us to lead by example and extend an olive branch of our own We'd like to propose a one-off collaboration between Burger King and McDonald's to create something special something that gets the world talking about Peace Day The McWhopper. All the tastiest bits of your Big Mac and our Whopper, united in one delicious, peace-loving burger. Developed together, cooked together and available in one location for one day only - Peace Day, September 21, 2015 with all proceeds benefiting Peace One Day. All we need from you is a few McDonald's crew members to help combine your ingredients with ours. We appreciate that's a lot to swallow, so we've created mcwhopper.com to give you a better understanding of our proposal Let's end the beef, with beef Talk soon, BURGER KING Big Mac is a registered trademark of McDonald's Corporation, which has not authorized nor sponsored this usage. All mentions of "McDonald's"are references to McDonald's Corporation. Whopper is a registered trademark of Burger King Corporation. All mentions of "Burger King" are references to Burger King Corporation. TM & © 2015 Burger King Corporation. All rights reserved

Notable Developments

McDonald's Response

The same day, the official McDonald's Facebook[3] page published a response from CEO Steve Easterbrook, who declined Burger King's offer and stated "a simple phone call will do next time" (shown below). Within one week, the post gathered upwards of 9,100 likes and 6,000 comments.


McDonald's August 26 at 8:20am Edited Like Page Dear Burger King, Inspiration for a good cause... great idea. We love the intention but think our two brands could do something bigger to make a difference We commit to raise awareness worldwide, perhaps youlI jpin us in a meaningful global effort? And every day, ets acknowtedge that between us there is simpy a friendly business competition and certainly not the unequaled circumstances of the real pain and suffering of war We'll be in touch -Steve, McDonald's CEO P.S. A simple phone call will do next time. ldr Like Comment Share

Peace Day Burger

On August 28th, the restaurant chain Denny's released a video titled "Hey @Burgerking," proposing to create a combination of the Burger King "Whopper" and the Denny's "Slam Burger" (shown below).



On September 1st, Burger King published an open letter[2] to the restaurants Denny's, Wayback Burgers, Krystal, Giraffas and McDonald's asking to collaborate on the burger. Within 24 hours, the post gained over 9,800 notes on Tumblr.



That day, both Denny's and Wayback Burgers tweeted to Burger King that they would join the campaign (shown below).


Denny's @DennysDiner Dennys we're in! let's hash it out over some hash browns. twitter.com/BurgerKing/sta 6:28 PM-1 Sep 2015 わ 59 ★171 Wayback Burgers @waybackburgers FolloW @BurgerKing @DennysDiner @redegiraffas@GiraffasUSA @Krystal @McDonalds We are totally inl Can't wait to meat up about the #PeaceDayBurger 9:02 PM -1 Sep 2015

Search Interest

Not available.

External References

[1] McWhopper.com – McWhopper

[2] Tumblr – An open letter from burger king

[3] Facebook – McDonalds

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Top Comments

iamnatman
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iamnatman

in reply to A Delicious Cut of Roast Beef

It's actually a pretty smart and bold move on BK's behalf. The video and idea favors BK's side more. They got the first punch in. Notice in the video that their logo, and even name takes up the majority of the box space. Even the burger itself is significantly larger than McDonald's contribution. Both parties know this, and BK is basically taunting and showboating behind this "peace day" thing, using the public eye as arena. It's a fantastic move on their end, because if McDonald's declines (which they did), they would look like total assholes to the public. If they accepted, then it wasn't their "epic" idea, and BK gets the majority of the credit for such a "noble" cause of promoting world peace.

The response of "we think our two brands can do something bigger to make a difference" is basically their polite way of brushing BK off their shoulder and saying "naw, your idea is crap, we have the bigger dong". This is all this is. One big multi-billion dollar pissing match between two rival companies… and god is it epic.

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