September 13, 2020
Kiss and Tell: Burger King & Ronald McDonald Lock Lips for Pride Ad
READ TIME: 2 MIN.
Do you want a breath mint with that Whopper?
A Finnish ad campaign celebrating LGBTQ Pride features two fast-food giants' mascots locking lips. The ad, called "Love Conquers All," finds Ronald McDonald and the Burger King kissing, reports Newsweek.
"The ad campaign, which shows the two burger icons forming a heart, was launched by Burger King Finland as the brand serves as the official partner for Helsinki Pride, which is taking place until September 13. Helsinki Pride kicked off on September 7, after being delayed due to the coronavirus," writes Newsweek.
The painting of the two icons was commissioned by Burger King for their outdoor and print advertising campaign, reports AdWeek, as well as Burger King's information channels and restaurants during Pride week.
"Burger King has always stood for equality, love and everyone's right to be just the way they are," Burger King Finland brand manager Kaisa Kasila said in the statement. "The only instance where it might not seem so is when we're bantering with our competitor."
She continues: "We thought, what a better way to convey our values than by portraying an all-encompassing kiss between Burger King and McDonald. We wanted to show that in the end, love always wins. And we know McDonald's stands for the values we stand for, too."
"Diversity and inclusion is one of our cover values at Restaurant Brands International. We believe that a wide range of diverse voices and perspectives makes us a stronger company," explains BK's Global CMO Fernando Machado told Adweek. "That's why, for instance, we have worked with the Human Rights Campaign to raise our Corporate Equality Index (CEI). We are really proud of the fact that today we have a CEI of 100%."
"Our brand is always bold, edgy and fun. So showcasing this 'impossible kiss' is a way to demonstrate that love conquers all. And we hope that 'the other guys' understand that it is actually a celebration of love rather than a competitive statement," Machado added.
"McDonald's has certainly come a long way from its landmark injunction against former Ronald McDonald actor Bob Brandon, who after coming out of the closet in 1977 as gay was forbidden from ever donning the clown's garb again or implying that the mascot was a homosexual," writes AdWeek.
