If there is one thing I truly love, it’s marketing. The second thing? Burgers! And these two worlds have officially collide for me because McDonald’s did something incredible, and Burger King did something amazing of their own.
McHappy Day and Marketing Brilliance
It seems McDonald’s runs an annual campaign, “McHappy Day” to donate sales of their popular Big Mac burgers to a “Children with Cancer” charity. This is truly an amazing gesture and having recently been affected by Cancer in my own family, I am truly thankful for the company to do such an amazing campaign. There is no question that this donation must be amazing for the cancer organization. That being said, let’s discuss the marketing aspects of it.
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Annual Grand Campaign
It is great exposure for McDonald’s to do such a grand campaign, and furthermore to do it annually! An interesting thing happened this year though, that brought Burger King into the spotlight on McDonald’s campaign! And this is some serious marketing genius in my opinion!
A Day Without Whopper – The Genius Move
This year, while McDonald’s was running their annual campaign, Burger King stepped into the spotlight by helping McDonald’s! What? This can’t be! Well, that was the intention, I think. But either way, it turned into a marketing miracle for Burger King!
Burger King put out an ad showing two pairs of hands, The “King” of Burger King and what looked to be Ronald McDonald’s hand, holding hands. If seeing these two worlds collide didn’t confuse people enough, the messaging made it even stranger!
Stats Speak Volumes
The campaign was called “A Day Without Whopper” and it was a great help to McDonalds campaign! Here are the stats per Burger Kin
- Whoppers Sold: 0
- More Big Mac’s Sold Than Previous Year: 73,437
I would have to think that for the 73 thousand additional Big Macs sold this year as compared to last year, some of this had to come from Burger Kings efforts! And I applaud that! Burger King even had ‘The King” go to McDonald’s and buy a Big Mac! Man, this is an epic twist to the “war Of The Burgers.”
The Genius of Being Different
Why do I love this event so much? Because from a marketing standpoint, it is genius! If Burger King simply did the same sort of charitable event, they would be considered copycats. If Burger King came up with their own “special day” where their Whopper sales goes to a charity, that’s a complete copycat. if they simply donated their Whopper sales on McDonald’s Happy day, copycat. But, by NOT selling their flagship burger, they force those who want a burger that day to go their competitors. So they avoid being a copycat and actually help their competitors campaign! I love it. It won’t make them go under and only makes them look like they are TRULY trying to help the cause. Well done in my opinion.
BK’s Charity Initiatives
As far as BK’s charity participation, The King has the “Have It Your Way” foundation which focuses on giving college scholarships to restaurant employees, children of employees and/or high school seniors. They also have a “Family Fund” which helps members within their organization get financial relief after personal hardships in their life. I would love to see the dollars and cents on both of these companies charitable donations. But, that’s another story!
What’s Your Marketing Twist?
So what do you think of this marketing campaign by The King Of Burgers?
Is there anyway you can do something similiar with your business?
Is there some way you can leverage something amazing that your competition is doing, and have it shine some positive light on your business or brand?
I would think there is, but we just have to keep our wheels spinning on our next great marketing campaign dont we!
FAQs
What is “McHappy Day,” and why is it significant?
“McHappy Day” is an annual campaign by McDonald’s where sales of their popular Big Mac burgers are donated to a “Children with Cancer” charity. It’s significant for its charitable impact and marketing exposure.
How did Burger King contribute to McDonald’s “McHappy Day” campaign?
Burger King ingeniously joined the spotlight by launching “A Day Without Whopper,” where they didn’t sell their flagship burger. This move indirectly boosted McDonald’s campaign, showcasing marketing brilliance.
What were the results of Burger King’s “A Day Without Whopper” campaign?
Burger King reported selling zero Whoppers on that day but saw a significant increase in Big Mac sales compared to the previous year, with 73,437 more units sold.
Why is Burger King’s approach considered marketing genius?
Burger King avoided being a copycat by not mimicking McDonald’s charity event directly. Instead, by withholding their flagship product, they directed burger enthusiasts to McDonald’s, showcasing creativity and genuine support for the cause.
What charitable initiatives does Burger King undertake?
Burger King, through “The Have It Your Way” foundation, focuses on providing college scholarships to restaurant employees, their children, and high school seniors. They also have a “Family Fund” to aid members facing financial hardships.
