Burger King has launched an official outdoor ad campaign showing its king mascot making out with his arch rival, Ronald McDonald.
The campaign’s message is that ‘love conquers all’.
It comes as the Finnish capital, Helsinki, celebrates its Pride week. Due to coronavirus, events have mostly shifted online, including a virtual parade on Saturday (12 September).
Despite this, Burger King has taken its campaign to the streets, Gay Cities reports. It has placed posters around the city showing the two mascots embracing.
In a statement, Burger King Finland’s brand manager Kaisa Kasila said:
‘Burger King has always stood for equality, love, and everyone’s right to be just the way they are.
‘The only instance where it might not seem so is when we’re bantering with our competitor.
‘But 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.
‘The idea behind the painting sprung from our desire to celebrate love in all forms. 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 Kings’ Pride stunts
It’s not the first time the burger chain has embraced Pride. Over the years it has carried out a series of local stunts and LGBT+ marketing partnerships .
In 2014, it released a limited edition ‘Proud Whopper’ for one week only in San Francisco. The rainbow wrapper displayed the message ‘We are all the same inside’. The publicity stunt made headlines around the world, although some homophobes reacted angrily.
The chain also distributed special rainbow Burger King crowns through GSN’s Pride Bags at Pride events around the UK.
Earlier this year, Burger King in Mexico renamed itself Burger Queer on its social media networks for Pride.
And last year the company’s German marketing team found an even more unusual way to mark Pride. They cremated one of their burgers, compressed the ash into a diamond and presented it to a same-sex couple as a wedding gift.
Meanwhile in 2017 it took a step further and tackled the subject of bullying – including of LGBT+ kids – in a powerful video.
Burger King secretly filmed customers in their restaurant to see if they were more likely to complain about receiving a smashed up burger or seeing kids bullying each other.