PR Connection # 8

Did Burger King really just admit to stealing McDonald’s Sausage and Egg McMuffin recipe? Yes they most definitely did! The newly released commercial that Burger King made is of the King breaking into the headquarters of McDonald’s and stealing the breakfast sandwich recipe that so many people love. In the commercial the King makes it out safely and then proceeds to sell McDonald’s recipe for cheaper. When I first saw this commercial I was a little confused as to who’s commercial it was. My first thought was that this is McDonald’s commercial stating that this is what happened and staking their claim to the fact that they had the recipe first and that it’s their idea. I then came to realize that this was a huge publicity stunt on Burger Kings part to go ahead and kind of admit guilt and say before others could that yes we are stealing the recipe, it’s not original, but we have it and are going to sell it for less! It struck me how genius of an idea this actually was. How many times in public relations have you known that when your client has done something wrong they should come out with it before the media gets a hold of it and plasters your client everywhere for it. Burger King was smart, they decided they would go ahead and make this commercial and lay the groundwork for the fact that they take full credit in it before McDonald’s can complain. The only thing I thought was negative about this campaign idea was that now because of this commercial there might be too much talk of McDonald’s when you want the attention on you and the fact that you are selling this product for less. People can get immersed in the fact that this was originally McDonald’s idea and they wonder what they think about it. This was a very interesting marketing tactic and not one that you get to see too often!

April 25, 2010. PR Connections, PRCA 3330.