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).

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.

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).

Search Interest

Not available.

External References