Whether comparative advertising is your style or not (some people say you shouldn’t need to mention the competition and in fact doing so is at some level only helping plug their name – at your expense), this picture says a thousand words.
I never found out whether McDonald’s did anything about Burger King using their “brand mnemonic”, but I bet they were pretty peeved.
Could they have done the same to Burger King? Well no, because there’s no advertising property so instantly recognisable that they could dream up a suitable visual joke that would work.
Ironically for Burger King, overall it actually shows that McDonalds have built a much more enduring campaign idea with Ronald than their main competitor. Even though this advertising implies the final product is worse.
So: the winner on long term advertising strategy: the big M.
The winner on this particular snacking skirmish (for a brilliantly simple idea): BK.
More from Burger King: here.