Pretty much immediately after McDonald’s was told they couldn’t trademark the “Big Mac” across the EU, Burger King Sweden began a very trolly new marketing campaign.
The chain rolled out a new ad (which you can watch above) which shows customers ordering off Burger King Sweden’s new menu. On said menu are newly renamed selections like the “Burger Big Mac Wished It Was,” the “Like a Big Mac, But Actually Big,” the “Anything But A Big Mac,” and the “Big Mac-ish But Flame-Grilled of Course.” While customers are shown to be confused or oblivious, the staff is totally chill about completing their orders.
Of the new campaign, CEO of Burger King Sweden Iwo Zakowski released a statementsaying “McDonald’s just lost its trademark for the Big Mac for suing a much smaller player” and that “it’s too much fun for us to stay away.” Hence the savagery.
According to Reuters, McDonald’s lost the trademark after suing the Ireland-based fast food chain Supermac’s; a judge found McDonald’s “had not proven genuine use of it over the five years prior to the case being lodged in 2017.” That means the use of the phrase “Big Mac” became fair game across the EU for the first time since 1996.
To be clear, you can’t actually order a “Burger Big Mac Wished It Was” or anything at Burger Kings in Sweden. Well, you could try? You know what, why don’t a few of you go try and let me know how that goes. Tysm!!