When Burger King Told People to Eat at McDonald’s — and Why It Was a Marketing Masterstroke

In 2020, Burger King did the unthinkable. They told their customers to eat at McDonald’s.

Yes, you read that right.

Their actual campaign read: “We never thought we’d ask you to do this. But restaurants employing thousands of staff really need your support right now… So, if you want to help, keep eating at your favorite restaurants. Ordering a Whopper is always best. But ordering a Big Mac is not such a bad thing either.”

Most brands wouldn't dare name-drop a rival, let alone send business their way. But Burger King? They did it, and they won more than just applause.

Here’s why this campaign was genius:

1. It broke the fourth wall

They didn’t pretend they were the only burger joint on Earth. They acknowledged the obvious: people eat at both. It made them relatable and surprisingly honest—something ad-weary audiences crave.

2. It shifted the narrative

Instead of pushing a product, they pushed a shared cause: saving the restaurant industry. In the middle of a pandemic, this wasn’t just smart—it was human.

3. It earned massive organic reach

People shared it not because it was flashy, but because it felt bold and decent. The brand got media coverage, tweets, and memes for weeks—without spending a dime on ad inventory.

4. It deepened brand identity

Burger King has always positioned itself as the rebel brand—the one that colors outside the lines. This campaign didn’t just talk the talk, it walked it with fries in hand.

The takeaway? Sometimes, the smartest strategy is to stop selling and start resonating. Be bold. Be honest. And above all—don’t be afraid to name your competition. Especially if it gets people talking for the right reasons.