Burger King Claims There Was a Hidden Big Mac in Every Whopper Ad From This Year

The stunt aimed to prove size superiority

Burger King found a clever way to incorporate McDonald's Big Macs into its advertising this year. - Credit by Burger King
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Burger King is ending 2019 by revealing a secret stunt it’s been conducting all year long in the U.K.

The fast-food chain has purportedly been placing a McDonald’s Big Mac behind each of its ads featuring a Whopper, the idea being that the latter covers up the former due to its size.

According to BBH London, the agency behind the stunt, Big Macs were inconspicuously placed in every piece of print, TV and in-store advertising that people came across this year.


“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,” Ian Heartfield, chief creative officer of BBH London, said in a statement. “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 behavior. We’re loving it.”

It’s anyone’s guess as to whether or not Burger King actually went through the trouble of doing this, but it’s firmly in line with the brand’s trolling antics (at the start of the year, the chain mocked McDonald’s for losing its Big Mac trademark in the EU by posting a “Not Big Macs” menu in Swedish locales).

Credits:
Burger King Marketing Director: Katie Evans
Burger King Head of Brand & Communication: Soco Nunez
Burger King Brand Manager: Suzi Hoy
BBH Creative Team: Thomas Devenport and Aubrey O’Connell
BBH Creative Director: Fred Rodwell
BBH Chief Creative Officer: Ian Heartfield
BBH Strategy Director: Saskia Jones
BBH Head of Strategy: Ben Shaw
BBH Account Director: David White
BBH Account Manager: Laura Huber
Film
BBH Producer: Nnena Nwakodo
Production Company: Black Sheep Studios
Designer: Christian Tunstall
Editor: Gus Melton
Director: Korrie Powell
Executive Producer: Sophie Dewey
Producer: Thom Godsill
Post Production: The Mill
Editor/Editing House: Black Sheep Studios
Sound: String and Tins
DOOH
BBH Head of Digital Production: Richard Atkins
BBH Digital Producer: Margarita Ognjanovic
Designer / Animator: Christian Tunstall, Sam Janar, Adam Crowley
Post Production: The Mill
Animation: Wellcom
Wellcom Producer: Ish Shein
Media agency: Vizeum
PR agency: Frank
Social Media agency: Coolr
Exposure: Ocean Digital Outdoor


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@Minda_Smiley minda.smiley@adweek.com Minda Smiley is an agencies reporter at Adweek.
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