McDonald's ignores BK 'peace burger,' launches campaign to help refugees
In a running marketing battle in which leading chains have promoted the cause of making hybrid burgers in the name of peace, McDonald's is trying to get the last — and most substantive — jab in its tiff with Burger King.
McDonald's wasn't willing to bite on a Burger King proposal to join forces in making a "McWhopper" in the name of promoting peace, but executives said on Sunday they are leading a "multi-million dollar" advertising campaign to promote the United Nations World Food Programme and benefit refugees of conflicts in the Middle East.
The 30-second television and online ad is the latest turn in the back-and-forth between the two fast food giants that started last month when Burger King proposed in a advertising campaign that the two burger makers get together to make a "McWhopper" (a cross between the Big Mac and Whopper) at a pop-up store to promote Peace Day.
McDonald's CEO Steve Easterbrook declined the invitation and suggested in an open-letter that the Burger King proposal wasn't very substantive.
Burger King subsequently teamed up with the chain restaurants Denny's, Krystal Giraffas, and Wayback Burgers. They announced they will give out 1,500 mashup burgers at an Atlanta pop-up restaurant on Monday.
McDonald's officials said they approached the UN about what the Oak Brook, Ill.-headquartered company could do to be helpful. U.N. officials asked them to raise awareness of the refugee crisis and encourage people to donate to the WFP, the company said.
Burger King and friends to give away 1,500 Peace Day burgers on Sept. 21
"If anyone can help an international effort to help feed refugees and the fight against hunger, it's us," Easterbrook said in a statement on Sunday.McDonald's commissioned one of the advertising agencies they work with to produce the ad, which is called "Symbols." The ad will air in 38 countries and be promoted on digital platforms on Monday, which is the U.N.-recognized Peace Day.
Easterbrook also approached several major corporations to join the effort and DreamWorks Animation, Facebook, United Airlines, Cargill and MasterCard, all agreed. DreamWorks Animation secured actor Liam Neeson to record the commercial voiceover. The ad does not mention McDonald's or any of the other corporations that paid for it.
The WFP said donations generated from the campaign will be used for its emergency response fund and will help refugees in Syria, Iraq, South Sudan and Yemen. The agency is in the midst of battling the greatest refugees crisis since World War II.
"The private sector has a significant role to play in ending hunger and promoting peace," Jay Aldous, WFP Director of Private Sector Partnerships, said. "And this global effort is a powerful example of brands coming together with one voice to make a tangible impact in the lives of vulnerable people."
Burger King applauded McDonald's decision for launching the ad campaign on behalf of he WFP.
"Any peace related activity McDonald’s undertakes, whether in partnership with Burger King or on their own, is great, as it will raise further awareness for Peace Day," Burger King said in a statement.
Follow USA TODAY Chicago correspondent Aamer Madhani on Twitter:@AamerISmad