Burger King is pretty good on the ol’ social media and they’ve taken aim at fast-food rivals McDonald’s with their latest campaign.
After the EU ruled that McDonald’s no longer held the sole rights to the term Big Mac, Burger King has been quick to take advantage of the chances to copyright.
In a wonderfully childish ad, BK has captured customers ordering from a new menu at a restaurant in Sweden. Only the menu in question is just full of Maccies-inspired put-downs.
New items include ‘the like a Big Mac but actually big’, ‘the kind of like a Big Mac but juicier and tastier’ and ‘the anything but a Big Mac’. You can watch the clip below.
Iwo Zakowski, CEO of Burger King Sweden, commented:
“McDonald’s just lost its trademark for the Big Mac for suing a much smaller player. It’s too much fun for us to stay away.”
McDonald’s lost the landmark battle to secure the trademark Big Mac name when Irish fast-food chain ‘Supermac’s’ asked the European Union Intellectual Property Office to cancel McDonald’s use of the trademarks in select fields.
The EUIPO said McDonald’s hadn’t proven genuine use of the contested trademark as a burger or as a restaurant name.
“As a result, the application for revocation is wholly successful and the contested EUTM (EU trademark) must be revoked in its entirety.
“The EUTM proprietor’s rights in respect of European Union trademark No 62 638 are revoked in their entirety as from 11/04/2017,” backdated to the date of Supermac’s’ application, it said.
In a statement received by AFP, Supermac’s accused McDonald’s of “trademark bullying, registering brand names which are simply stored away in a war chest to use against future competitors”.
“McDonald’s had previously succeeded in putting a stop to Supermac’s plans to expand into the UK and Europe on the basis of the similarity between the name Supermac’s and the Big Mac,” it said.
“This EUIPO judgement means that the main argument put forward by the US company is now gone.”
Supermac’s managing director Pat McDonagh said: “We wholeheartedly welcome this judgement as a vindication of small businesses everywhere that stand up to powerful global entities.”