Fast Food Frights: McDonald’s and Burger King’s Iconic Rivalry

Few brands have mastered the art of rivalries like McDonald’s and Burger King. It’s a playful battle that’s spanned decades, with both using creativity and humour to keep people entertained, no matter where their burger loyalty lies.

Since Burger King opened in 1954, just a year after McDonald’s, the two have competed for fast-food supremacy. Each brand has crafted a unique identity; McDonald’s positions itself as a family-friendly classic, while Burger King embraces a more edgy approach. This longstanding rivalry has inspired some of the industry’s most memorable marketing campaigns. 

In honour of Halloween, zeroing in on Burger King’s 2017 #ScaryClownNight campaign. Collaborating with the creative agency LOLA MullenLowe, Burger King launched a Halloween stunt that encouraged fans to “Come as a clown, eat like a king.” The promotion offered free Whoppers to anyone who dressed as a clown on Halloween night. This campaign cleverly poked fun at McDonald’s mascot, Ronald McDonald. The campaign was inspired by a Google Trends report that highlighted clowns as the third most popular scary costume that year, thanks in part to the recent release of the horror film It.

#ScaryClownNight was a huge hit, racking up 2.1 billion impressions and bringing in $22 million in media value, showing just how powerful a bold idea and a strong brand personality can be. The fun and playful nature of campaigns like this keeps things exciting and engaging. It’s no wonder fans keep coming back to these brands, no matter which burger they prefer.

The playful rivalry between McDonald's and Burger King goes beyond just food, highlighting the importance of brand personality in marketing. By bringing their unique flavours of humour and creativity to the table, both brands forge lasting connections with their customers. As these two heavyweights keep pushing each other to innovate and create, it’s clear that their rivalry isn’t going anywhere. And honestly, who wouldn’t want to be part of the fun?