Insult, meet injury, as McDonald’s recent loss of the “Big Mac” trademark in the EU was quickly followed up by a Burger King stunt mocking its rival’s iconic menu item.
Stockholm-based agency Ingo created a menu of “The Not Big Macs” at local BK locations just to troll McDonald’s for its legal defeat earlier this month in a case against Irish fast food chain Supermac’s. In the case, the EU Intellectual Property Office determined that McDonald’s had not proven genuine use of the phrase “Big Mac” over five years leading up to the 2017 Supermac’s filing. McDonald’s had submitted web menus and promotional materials such as posters featuring the Big Mac, but in the end these were deemed insufficient by the EU regulatory body.
In case you had trouble catching those menu items, they are:
• The Like a Big Mac, But Actually Big
• The Kind of Like a Big Mac, But Juicier and Tastier
• The Burger Big Mac Wished It Was
• The Anything But a Big Mac
• The Big Mac-ish But Flame Grilled of Course
Trolling McDonald’s has become a global pastime for Burger King and its lengthy roster of agencies.