McDonald's has complained to the International Olympic Committee about ambush marketing in Brazil by rival Burger King, reports Jonas Furtado at Meio & Mensagem, Ad Age 's editorial partner in Brazil.
Burger King is doing a local promotion offering a double portion of French fries as part of a combo meal on the days after Brazil wins a medal at the Olympic Games. The promotion started July 27, the opening day of the Olympics, and runs until Aug. 13. The promotion is being advertised with the image of a hand holding aloft a pack of fries so that it resembles the Olympic torch, and the ad talks about gold, silver and bronze medals.
McDonald's is an Olympic sponsor; Burger King is not.
In addition, Anderson Silva, a Brazilian fighter sponsored by Burger King, tweeted about the double-fries promotion available on post-medal days.
Both marketers declined comment when contacted by Meio & Mensagem, and a Burger King spokesman told the Brazilian publication that the company had not been contacted by the International Olympic Committee.