In an effort to show support for Helsinki’s Pride week in Finland, fast-food chain Burger King is running a new ad campaign featuring the King himself laying a whopper on burger competitor Ronald McDonald.
The usual Pride celebration has been canceled due to the COVID-19 crisis, but there are smaller events being held live as well as online streams for folks to join.
The ads feature a painting of the king tenderly kissing McDonald (who we see from behind) with a tagline, “Love Conquers All.”
Kaisa Kasila, Burger King’s Brand Manager for Finland, said in a statement, “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.”
“Burger King has always stood for equality, love and everyone’s right to be just the way they are,” added Kasila. “The only instance where it might not seem so, is when we’re bantering with our competitor.”
Proud to see Burger King Finland as the official partner of The Helsinki Pride. Even more proud of our 100% Corporate Equality Index. Congrats to Kaisa from the BK Finland team for such a beautiful execution. @HRC #helsinkipride2020 #helsinkipride #loveconquersall pic.twitter.com/lmQD4Waepz
— Fer Machado (@fer_machado123) September 10, 2020
No word yet on how McDonald’s feels about the ad spots, but Kasila underscored the message that “we want to be clear – it all stems from the respect we have for them. And we know McDonald’s stands for the values we stand for, too.”
Burger King hasn’t been shy about jumping in with gusto when it comes to support for LGBTQ Pride.
Earlier this year, the fast-food king served up ads changing the name of the restaurant to ‘Burger Queer’ on the King’s crown.
Burger Queer! 🏳️🌈🍔 El combo del que estamos orgullosos de llevar con orgullo 🧡 celebremos juntos el amor con @BurgerKingMX 🙌🏼 Pide tu combo ahora y recibirás una corona edición especial y una sorpresa más 😉 ¡Pide ya! 📱#ATuManera #BurgerQueer #SiTienesRappiTienesTodo pic.twitter.com/lSAaMxsuGS
— Rappi México (@RappiMexico) June 27, 2020