A new ad from Burger King celebrating LGBTQ pride features the fast-food mascot kissing rival Ronald McDonald. The posters include the tagline, “Love Conquers All.”
The campaign celebrates Pride week in Helsinki, Finland. While the normal festival has been canceled due to coronavirus restrictions, the celebration continues virtually and smaller public events.
“Burger King has always stood for equality, love, and everyone’s right to be just the way they are,” Burger King Finland’s brand manager Kaisa Kasila said.
“The only instance where it might not seem so is when we’re bantering with our competitor. But we want to be clear – it all stems from the respect we have for them. And we know McDonald’s stands for the values we stand for, too.”
“The idea behind the painting sprung from our desire to celebrate love in all forms,” Kasila continued. “We thought, what a better way to convey our values than by portraying an all-encompassing kiss between Burger King and McDonald. We wanted to show that in the end, love always wins.”
Proud to see Burger King Finland as the official partner of The Helsinki Pride. Even more proud of our 100% Corporate Equality Index. Congrats to Kaisa from the BK Finland team for such a beautiful execution. @HRC #helsinkipride2020 #helsinkipride #loveconquersall pic.twitter.com/lmQD4Waepz
— Fer Machado (@fer_machado123) September 10, 2020
Burger King Mexico decided to honor Pride month in an unusual and controversial way earlier this year when they teamed up with Rappi, an on-demand delivery service popular in Central and South America, to celebrate out loud and proud.
The fast-food giant changed its corporate logo to “Burger Queer” on their social media accounts and gave away rainbow-colored crowns.
Burger Queer! 🏳️🌈🍔 El combo del que estamos orgullosos de llevar con orgullo 🧡 celebremos juntos el amor con @BurgerKingMX 🙌🏼 Pide tu combo ahora y recibirás una corona edición especial y una sorpresa más 😉 ¡Pide ya! 📱#ATuManera #BurgerQueer #SiTienesRappiTienesTodo pic.twitter.com/lSAaMxsuGS
— Rappi México (@RappiMexico) June 27, 2020