How Burger King won the PR war with a burger that never existed

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Back in 2015, Burger King pulled off one of the boldest marketing moves.

Instead of launching yet another ad in the never-ending “burger wars” with McDonald’s, they suggested a ceasefire, a one-day truce to build the McWhopper, a hybrid of the Big Mac and the Whopper to mark UN International Peace Day.

The proposal came via a full-page ad in The New York Times. 

The McWhopper Concept:

• A hybrid burger combining ingredients from both signature sandwiches - the Big Mac and the Whopper

• Would be available for one day only at one location in Atlanta, Georgia

• All proceeds would be donated to Peace One Day, a nonprofit organisation dedicated to raising awareness of International Peace Day

The campaign featured a dedicated website at www.mcwhopper.com with detailed proposal explaining the peace initiative.

It was the kind of concept that made everyone pay attention.

McDonald’s Response & The Backlash

Then-CEO Steve Easterbrook posted a note on Facebook (which was later taken down), politely acknowledging the idea but dismissing it as too small.

He suggested the two companies could “do something bigger” to make an impact, while also taking a jab at Burger King for drawing parallels between brand rivalries and real-world conflict.

The post ended with a slightly snarky line: “P.S. A simple phone call will do next time”

That tone didn’t sit well with the public.

Thousands of people flooded the comments, calling out McDonald’s for being dismissive and missing the spirit of the initiative.

On social media, the criticism snowballed, with users labelling the brand’s response as cold and unnecessarily defensive.

This pushback worked in Burger King’s favour. McDonald’s refusal turned into fuel for the story, pushing the campaign into even more headlines and giving the McWhopper idea far more exposure than it might have received otherwise. (I believe this was the desired outcome)

The results? (Source: goodthingsguy.com)

• Over $220 million worth of free publicity

• 40% jump in awareness for Peace Day

• Awards galore, including the Grand Effie

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That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv