Queen For A Day: Why Burger King Proudly Planted One On Ronald McDonald

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 idea for the campaign, created by TBWA\Helsinki, "sprang from our desire to celebrate love in all forms," Kasila continues, adding: "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."

The media partner for the campaign is Virta Helsinki.



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