To help celebrate gay pride, Burger King has literally planted one on arch rival McDonald's spokescharacter Ronald McDonald. The campaign, which is running on out-of-home and place-based media in Finland as part of the Helsinki Pride Week celebration, features a painting of the king kissing Ronald with the tagline: "Love Conquers All."
“Burger King has always stood for equality, love and everyone’s right to be just the way they are," Burger King Finland’s Brand Manager Kaisa Kasila stated, noting: "The only instance where it might not seem so, is when we’re bantering with our competitor. But we want to be clear – it all stems from the respect we have for them. And we know McDonald’s stands for the values we stand for, too."
The media partner for the campaign is Virta Helsinki.