Burger King has a secret to reveal: to prove beyond doubt that their Whopper is bigger than rival McDonald’s Big Mac it has hidden one behind every advert this year.
It hid a Big Mac behind every Whopper ad that its creative agency BBH made this year. Within every piece of print, TV, OOH and in-store advertising, Burger King placed a Big Mac behind every Whopper photographed. But due to the size of its own burger, the rival was often eclipsed from sight.
On Burger King’s year of trickery, Ian Heartfield, chief creative officer at BBH London said: “Placing our competitor’s product in our own ads throughout 2019 without anyone knowing has been one of the most fun ideas we have ever executed. It is of course just a good old fashioned product comparison idea, but it’s been brought bang up to date by some lateral thinking and rebellious media behaviour. We’re loving it.”