McDonald’s recently announced the Germany-wide launch of its new vegetarian McPlant Nuggets and McPlant Burger. As a plant-based pioneer in the German fast food industry, Burger King has now “welcomed” its competitor to the plant-based family as part of a social media marketing campaign.
With tongue-in-cheek slogans on two advertising trucks, BK makes a cheeky comment on McDonald’s offering smaller than its much larger plant-based range. One truck reads “Hello you two (referring to McDonald’s plant-based nuggets and burgers) – welcome to the family!”, while another reads “Better late than beef”.
“We think it’s great that McDonald’s is now offering plant-based products – albeit on a smaller scale. This allowed more people to try plant-based fast food. Since 2019, we have been showing that plant-based fast food can be very successful and is becoming increasingly popular.
“Therefore, we are pleased to announce that the plant-based family is now expanding by two products. Of course, we welcome the two there in typical Burger King® fashion,” says Klaus Schmäing, Marketing Director of BURGER KING Deutschland GmbH.
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