Ad of the Day: La Vie trolls McDonald’s to promo Burger King partnership
The burger chain hopes to become 50% plant-based by 2030 in the UK.
Burger King trolls McDonald's / McDs
Burger King has announced a new partnership with Vegan brand La Vie with a typically brazen out-of-home billboard campaign taking aim at rival McDonald's.
The vegan products will be rolled across the UK from the start of January and will be a permanent feature on the menu going forward.
To promote the range, Burger King has taken out a series of ads tactically placed outside of McDonald's restuarants with the line 'Sorry Ronald, C'est LaVie', making reference to the brand's mascot Ronald McDonald.
All the creative was done in-house by the La Vie team.
Romain Jolivet, chief marketing officer at La Vie: "We are very proud to be partnering with Burger King, bringing our multi-award-winning, plant-based bacon, La Vie to their restaurants. This will allow us to accelerate the pace of switching from animal-based meat to plant-based, which is a climate emergency we are all facing."
He continued: “Thanks to the open-mindedness and leadership of Burger King, proactively moving towards more plant-based options, millions of consumers will be able to try our next generation of plant-based bacon. With only seven ingredients and a product packed with proteins and fibers, this is a bacon for the kings, not for the clowns".