Updated: Sep 21, 2020
A new ad for Burger King in Finland shows the fast food giant’s mascot locking lips with rival Ronald McDonald. It’s part of a campaign entitled “Love Conquers All” and is timed to coincide with the long-delayed Helsinki Pride Week. The loving picture of the two mascots having it their way appears in both outdoor and print advertising as well as on social media, and is meant so celebrate love and equality.
“Burger King has always stood for equality, love and everyone’s right to be just the way they are,” Kaisa Kasila, Burger King Finland’s brand manager, said in the statement. “The only instance where it might not seem so is when we’re bantering with our competitor.”
“Our brand is always bold, edgy and fun,” Fernando Machado, global chief marketing officer for Burger King, told Adweek. “So showcasing this ‘impossible kiss’ is a way to demonstrate that love conquers all.”
The painting is proof positive that it does taste better when you have it your way. It depicts The King in full fast food regalia pulling close his clown competition for a passionate kiss because sometimes you gotta break the rules.
Kasila noted it was the “desire to celebrate love in all forms” that was the spark that inspired the campaign.
“We thought, what better way to convey our values than by portraying an all-encompassing kiss between Burger King and McDonald?” Kasila said. “We wanted to show that in the end, love always wins.”
“And we hope that ‘the other guys’ understand that it is actually a celebration of love rather than a competitive statement.” Machado added.