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Burger King Launches ‘Not Big Macs’ Burger Line

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Fast food chain in Sweden has some fun with McDonald’s losing the right to trademark the Big Mac in the EU

Burger King Launches ‘Not Big Macs’ Burger Line
Trademark bullying is becoming a new trend. Only one week after McDonald's lost the right to trademark the "Big Mac" within the EU, Burger King introduces a number of new products. What it is? Definitely not Big Macs!

For almost 65 years, Burger King and McDonalds have been rivals in who serves the best burger; is it the Whopper or the Big Mac? When McDonald's lost in the European Trademark Court against the small Irish hamburger chain Supermac's - other companies can use the name "Big Mac" within the EU.

"McDonald's just lost its trademark for the Big Mac for suing a much smaller player… it’s too much fun for us to stay away," says Iwo Zakowski, CEO, Burger King in Sweden.

Burger King now presents a brand-new product line called "Not Big Macs" for a limited period of time. This weekend, guests at Burger King in Stockholm saw a menu filled with product names that expressed exactly how their products aren’t anything like Big Macs, like how Burger King actually flame-grill their burgers.


The burgers are in reality burgers from Burger King‘s regular menu, but with temporary changed names. Names like:
“Big Mac-ish but flame-grilled of course”
“Like a Big Mac but actually big”
“The burger Big Mac wished it was”
“Kind of like a Big Mac but juicier and tastier”
and “Anything but a Bic Mac” 

"Big Mac-ish but flame-grilled of course” is selling really well  But we already know that people love our burgers because they are exactly that” says Iwo.
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Client

Advertiser: Burger King Sweden

CEO: Iwo Zakowski

Creative Agency

Account Management: Marie Pohl

Art Director: Max Hultberg

Copywriter: Magnus Ivansson

Creative Agency: INGO

Executive Creative Director: Björn Ståhl

Planner: Simon Stefansson

Technical Director: Stefan Kindgren

Genres: Comedy

Categories: Food, Convenience

lbbonline.com, Thu, 31 Jan 2019 10:47:44 GMT