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Ad of the Day: La Vie trolls McDonald’s to promo Burger King partnership


By Amy Houston, Senior Reporter

December 16, 2022 | 2 min read

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".

From the wow factor of 3D billboards to ads that grab people at the right time and in literally the right place, innovation in out-of-home is soaring. Find out more in our latest Deep Dive.

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