Was there love behind the beef this whole time? A new Burger King ad in Finland celebrates LGBTQ pride by showing the fast food chain’s mascot kissing his rival, Ronald McDonald.
The ad is called, “Love Conquers All” and shows the two mascots locked in a kiss, Newsweek reports. It was launched by Burger King Finland as the burger giant serves as the official partner for Helsinki Pride, which is currently taking place this week after being delayed due to the coronavirus.
In a statement to Adweek, Burger King Finland’s brand manager Kaisa Kasila said the design is a reflection of the values Burger King has always held dear.
“Burger King has always stood for equality, love and everyone’s right to be just the way they are,” Kasila said. “The only instance where it might not seem so is when we’re bantering with our competitor.”
The burger rivals have taken their jabs at each other in the past in the name of competition, but Kasila said she wanted to show respect to McDonald’s.
“We thought, what a better way to convey our values than by portraying an all-encompassing kiss between Burger King and McDonald. We wanted to show that in the end, love always wins,” she said. “And we know McDonald’s stands for the values we stand for, too.”
This isn’t the first time Burger King tried to team up with its rival for the greater good.
In 2015, BK proposed a “McWhopper,” which combined both the chains’ signature sandwiches: Burger King’s Whopper and McDonald’s Big Mac. BK suggested that they could sell the hybrid burger at a joint location for one day: September 21 to celebrate the United Nations’ International Day of Peace and donate the profits to Peace One Day.
Unfortunately, in a since-deleted Facebook post, McDonald’s declined its rival’s offer for the McWhopper. “We love the intention but think our two brands could do something bigger to make a difference,” then-CEO Steve Easterbrook wrote in a post.
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