How Burger King is taunting its biggest rival again:
The named burger meals include a P**sed Meal, Blue Meal, Salty Meal, YAAAS meal and a DGAF Meal, but as the chain points out, there is no"happy meal". The message is of course that no one feels happy all of the time.
As I wrote above, this is of course not the first time that Burger King has targeted advertising campaigns at their competition. There are numerous examples, far too many to cite in this article, and on the whole, they generally adopt a humorous and tongue-in-cheek approach. Famously in 2017 Burger King's #NeverTrustAClown campaign mocked the MacDonald’s famous character clown, and a “Very Scary” campaign , offeringwho turned up at their London flagship on a certain date and time.
All of the above show that Burger King is clearly not afraid to antagonise its competitors to its own economic advantage. The brand has a clear and unashamed goal of becoming the top dog in the fast-food world. It operates in an overcrowded marketplace where local, national and international brands are all fighting for the market shares, and where personal relationships aren’t really anywhere on the list of priorities. It’s all about speed, convenience, price and of course taste.
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