Source: TheDrum
November 10 was ‘McHappy Day’ in Argentina, the day when all sales from McDonald’s most famous burger are donated to help children with cancer. This year the Burger King brand decided to embrace that cause.
On that day, the Burger King left rivalry aside and decided not to sell any Whopper sandwiches. The decision went for all the 107 restaurants in Argentina. The idea was to motivate people to buy the competitor’s most famous burger to help as many children as possible. Whoever went to any BK restaurant and ordered a Whopper sandwich on McHappy Day, was politely asked to go to the nearest McDonald’s instead. It was captured on camera, with shocked patrons wondering what happened to their favorite burger.
Even the King, BK’s mascot, got into the act, going into his biggest competitor and buying a Big Mac to support children’s cancer, to big applause by the patrons. The Burger King employees were smart by telling people to go to their competitor, rather than naming the restaurant, saying “the place where they don’t flame grill their burgers.”
Lucina Cabrejas, marketing director at Burger King Argentina commented: “It was incredible to see how surprised guests were. But at the same time they took the invitation and the experience very seriously. Some crossed to our competition getting involved with the cause and others stayed in for a different sandwich. At the end of the day the message reached everyone.”
