Burger King's welcome-back campaign includes a dig at McDonald's

New ads feature items from BK's Lost and Found, including a Golden Arches cap

Published On
May 25, 2021

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Burger King is the latest advertiser to celebrate as more people get vaccinated against the coronavirus and businesses prepare to return to normal operations. Instead of focusing on all the socializing we’ll be able to do again, however, the fast feeder zeroes in on the things we may have forgotten, after all this time.

The new campaign from Buzzman, for the Belgian market, centers on those objects that have gathered dust at the chain’s Lost and Found, having waited to be collected for more than a year now. Each ad features a lost item, along with the date it went missing, the location of the BK restaurant at which it was found and a call-to-action to come pick it up when the chain resumes normal operations on June 9.

The items featured include a missing phone, a school backpack, a birthday balloon and a stuffed bunny. But it wouldn’t be a true Burger King campaign without a dig at its competitor—a final ad features a baseball cap—imprinted with McDonald’s Golden Arches logo.