Who benefited most here?

Staff Writer

Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. 

It was a day like any other.

Customers streamed into Burger King and asked for a Whopper.

Except this wasn’t a day like any other, because Burger King’s staff told their customers that, on this particular day, they weren’t selling Whoppers.

Some customers were angry. Some even used extremely flame-grilled words.

What on earth was going on?

This was November 10 in Argentina. McDonald’s had designated this day as McHappy Day.

On McHappy Day, all the money made from selling Big Macs was given to kids suffering from cancer.

So in every one of the 107 Burger Kings in Argentina, staff were instructed not to sell Whoppers and to direct customers to their nearest McDonald’s in order to buy a Big Mac.

It felt so public-spirited and many were seemingly impressed.

Burger King was, though, walking an extremely thin line here.

By making a video of its apparent good-heartedness, it was clearly trying to pat itself on the commercial back.

In the video, you might notice one Burger King employee make a disparaging comment about McDonald’s: “The place where they don’t flame-grill their burgers.”

Moreover, the sight of Burger King’s King character going to McDonald’s to buy a Big Mac smacked of, well, marketing.

Clever marketing, you might think. But marketing, all the same.

Burger King could have simply made a donation of its own to the good cause. It might have decided to give all the profits from Whopper sales to the same charities as McDonald’s.

Instead, some might conclude that it piggybacked more overtly on McDonald’s day.

This isn’t the first time that Burger King has tried to engage with its larger rival.

A couple of years ago in New Zealand, Burger King suggested that it and McDonald’s share a Peace Day and jointly create a McWhopper.

At first, McDonald’s wasn’t moved. And then, it still wasn’t moved, but created its own campaign to help refugees.

Who benefited most? Well, Burger King enjoyed worldwide publicity.

It also won a lot of awards from the advertising industry for its idea.

Some good deeds are just that. Others, well, there’s a gray area.

Especially when there’s marketing involved.