McDonald's Accuses Burger King of Ambush Marketing in Brazil

Double Fries, Offered on Day After a Brazilian Athlete Medals, Resemble Olympic Torch in Ad

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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.

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