McDonald’s Belgium decided the front of the building would be a good place for a trolling billboard, with the new traffic to the other burger joint serving as eyes for their message about McDonald’s table service.
McDonald’s claims that, unlike other fast food restaurants in the city, it brings your Big Mac menu or chicken wings straight to a diner’s table.
So, to get the word out, the chain, which worked with TBWA\Belgium, put up a gigantic banner right next to the Burger King restaurant popped up with the smart message: “Served by a king, or served as a king? Discover our table service at McDonald’s.”
The McDonald’s logo was transformed into a golden crown for the occasion. At the bottom of the banner were directions to the two nearest McDonald’s restaurants just a few minutes' walk from the Burger King. The ‘royal’ message was quickly picked up on social media and in the press.
Before McDonald's could claim victory, however, Burger King came back with a sign of its own, which it prominently displayed in its windows, reading: "Why try to roast if you can't even flame grill?"