MAM
Report on Shemaroo

Knives out: Fast food chains revert to roasting in new ad campaigns

The momentary truce struck amid the pandemic seems to be over.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/02/26/mix.jpg?itok=8zO6QPIK

NEW DELHI: For the most part, it appears that the worst of the pandemic is behind us. Vaccination programmes have been rolled out on a war footing in most countries, active caseloads have gone down and the economy, too, is showing signs of revival. People have resumed most of their pre-Covid leisure activities, be it travelling or eating out. When it comes to the latter, the gloves are finally off for leading global fast food chains, who had struck a momentary truce while the F&B industry was getting slammed at the peak of the pandemic.

It is no secret that the big three of the quick service restaurant (QSR) segment – McDonald’s, KFC and Burger King – have been in a cut-throat competition for decades now, looking to one-up the other in any arena one can think of – product menu, customer service, ad campaigns etc. With the rise of social media, these brands never lost the chance to call out or troll one another through their Twitter or Instagram handles, so much so that these brand wars often went viral.

However, things took a positive turn last year in November when Burger King UK took an unusual step; it called on customers to order from arch-rivals McDonald’s, KFC and a string of other fast food chains. “We never thought we’d be asking you to do this, but restaurants employing thousands of staff really need your support at the moment. So if you want to help, keep treating yourself to tasty meals through home delivery, takeaway or drive thru. Getting a Whopper is always the best, but ordering a Big Mac is also not such a bad thing," said the Burger King statement posted on Twitter.

This unprecedented show of solidarity became the talk of town and won plaudits from netizens.

Before that, a sweet smooch between McDonald’s clown mascot Ronald and the Burger King, to show support for Finland’s LGBTQ+ community, had also won hearts. The out-of-home ad campaign released in September 2020 bore the tagline “Love Conquers All.”

But neither a kiss, nor a tweet could put an end to their mutual beef for long.

Indeed, it was Burger King that fired the first salvo through an ad campaign that claimed there's "no contest" between its Whopper and other burgers, throwing subtle shade at McDonald's. Soon, KFC piled on with a new ad film for its 'value burger' offering. Featuring actor Anil Kapoor at his comic best, the ad sees him taking a not-so-subtle dig at McDonald's McAloo Tikki burger. McDonald's, at the brunt of its competitors ribbing, has yet to respond; instead, it’s devoting its energies to drumming up sales through digital call to action campaigns like #MatchedByYou offer.

KFC, which witnessed only a six per cent downturn in customer visits in the US during the pandemic to the 15 per cent slump experienced by burger chains, is going after Burger King and McDonald's as exhibited by the online slugfest between the QSR outlets in Spain. Making use of the Godzilla vs King Kong meme, KFC Spain aimed a potshot at the burger barons by portraying itself as a humble Doge with a baseball bat ready to smash its archrivals.

Not one to take a diss lying down, Burger King replied with its own version by tweeting a morphed photo of the Doge held by a leash.

And while commentators predicted that the craze for the chicken sandwich sparked by Popeyes was on the wane, for Burger King, KFC, McDonald's and even Taco Bell, the battle is just getting started. A new line-up of crispy chicken sandwiches has either been launched or is in the works in the test kitchens of these fast food chains, as they look to get their cash registers ringing by bringing back the wildly popular snack. The ‘chicken wars’ are on once again, with Twitter once again being the site of an increasingly heated multi-brand clash.

These brands are not only competing over their menu items, but also over the wrapping they come in. Both Burger King and McDonald’s recently underwent a makeover with a packaging and logo refresh, but it would seem the King's taken the crown with its "groovy" new look. An AdAge survey found out that 54 per cent respondents preferred Burger King's bold and colourful packaging over Mickey D's rather conventional, minimalist design. Last year, the Golden Arches brand introduced 'EatQual' packaging for specially-abled customers in India.

According to a report by Edelweiss Securities, India’s food services market was estimated at Rs 4,236 billion, of which QSRs had a market size of Rs 348 billion. The QSR segment is expected to clock a compound annual growth rate of 23 per cent between now to 2025 as large food services chains such as McDonald’s, Burger King, Domino’s, penetrate deeper into India's heartland. Further, the rising popularity of online food ordering and delivery platforms have enabled QSRs to reach more consumers.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_184606_800_x_800_pixel.jpg?itok=MO9TLLgH
HUL’s Deepika Bhan to lead Tata Consumer Products' packaged foods biz

NEW DELHI: Tata Consumer Products (TCP) has roped in Deepika Bhan as the new president of the company’s packaged foods division in India. The appointment will come into effect from 27 April 2021. Bhan joins TCP from Hindustan Unilever, where she was global brand director - haircare for south Asia....

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_180357_800_x_800_pixel.jpg?itok=BPjnjcNd
KL Rahul bats for Gamezy’s Play Fantasy Cricket Hatke campaign

MUMBAI: Fantasy cricket app Gamezy has launched a new IPL campaign featuring brand ambassador KL Rahul, which revolves around the thought, “Play Fantasy Cricket Hatke.” The new series of Gamezy advertisements, conceptualised by Aagey Se Right, will run across live broadcasts of cricket matches on...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_154336_800_x_800_pixel.jpg?itok=4A3m_9bG
MyGlamm onboards Bhavesh Singhal as chief growth officer

MUMBAI: Direct-to-consumer beauty and personal care brand MyGlamm has appointed former head of growth and revenue of Medlife & Myntra- Bhavesh Singhal as its chief growth officer.   Singhal brings over 10 years of extensive experience in growth, analytics and consumer tech to the organisation....

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_141011_800_x_800_pixel.jpg?itok=v5IYG5Pw
Snapdeal takes a dig at brand hype to highlight its value proposition

KOLKATA: E-commerce player Snapdeal has rolled out a new campaign - Brand Waali Quality, Bazaar Waali Deal, which seeks to disrupt the notion that only expensive products offer good quality. In a straightforward manner, it communicates Snapdeal’s unique value proposition - good quality at low...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_122706_800_x_800_pixel.jpg?itok=_OeOE9Xu
Namit Prasad joins L&K Saatchi & Saatchi as SVP- planning

NEW DELHI: L&K Saatchi & Saatchi has onboarded Namit Prasad as senior vice president, planning. He will be based out of Mumbai and will report to chief strategy officer Snehasis Bose. Prasad joins the agency post setting up a start-up involved in building an enterprise development platform...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_121747_800_x_800_pixel.jpg?itok=7bpC6hhH
Dentsu Webchutney wins digital mandate for Tanishq

NEW DELHI: Dentsu Webchutney India has bagged the digital mandate for Titan’s jewellery brand, Tanishq. The account was won following a multi-agency pitch. Championing today’s bride’s love for tradition without being bound by the constraints of it, was the challenge that inspired Dentsu Webchutney...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_121445_800_x_800_pixel.jpg?itok=tvkVk6Ji
Bacardi India taps Zeenah Vilcassim as marketing director

NEW DELHI: International spirits company Bacardi India, has appointed Zeenah Vilcassim as marketing director. She will head consumer and customer marketing across the entire Bacardi portfolio of brands starting this month. Vilcassim will be responsible for driving synergies across marketing,...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_120612_800_x_800_pixel.jpg?itok=bzQ7V9X3
Nearly 60% of Indian CMOs have dedicated budgets for influencer marketing, study finds

NEW DELHI: The growing affinity of consumers towards digital platforms to connect with brands has elevated the popularity of influencer activities in India. Moreover, the Covid2019 outbreak has made brands focus more on affirming their online presence, and it has made influencers a part of the...

MAM Digital
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/television_boardroom-800.jpg?itok=An3_PSHn
'Enormous opportunity': Brands upbeat about TV advertising in 2021

MUMBAI: It would be safe to conclude from the BARC TV Universe 2020 figures that television remains our favourite form of video entertainment across India. The report, which showed that the number of TV viewers had gone up by more than 50 million to 892 million in the last couple of years,...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required