MARKETING | Staff Reporter, UK

McDonald's, Burger King engage in trolling battle in Belgium

It is considered a rare moment of provocation from the Golden Arches.

Two of the world’s largest restaurant brands briefly engaged in combative marketing in Belgium.

As reported by AdWeek, McDonald's Belgium, via agency TBWA\Belgium, promoted its table service while also poking fun at rival Burger King.

“Served by a king, or served as a king?” the ad asked.

Burger King eventually responded, through agency Buzzman, creating an ad to run next door, asking, “Why try to roast when you can’t even flame grill?”

The Golden Arches almost never responds to nearly constant light jabs from its competitors, including Burger King’s viral deal in the US that gave customers 1 cent Whoppers when near to a McDonald’s.

Read more here.

Photo credit: TBWA\Belgium

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