"McDonald's CEO Chris Kempczinski was widely mocked after an Instagram video showed him looking uncomfortable while sampling the Big Arch burger, taking only one small bite and repeatedly calling the food a "product." Comments were ruthless, with users questioning whether the CEO had ever eaten McDonald's before and joking that the video was great advertising for Burger King."
"Burger King capitalized on the moment by posting a video of its President Tom Curtis trying the company's updated Whopper on TikTok, with Curtis taking a visibly larger bite than Kempczinski. The company's subtle repost with the caption "Thought we'd replay this" accumulated over 2 million views, effectively using McDonald's misstep as competitive marketing."
McDonald's CEO Chris Kempczinski generated widespread internet ridicule after an Instagram video showed him uncomfortably sampling the new Big Arch burger with only a small bite, repeatedly referring to it as a "product" rather than food. The awkward moment sparked memes, parodies, and critical comments questioning whether the CEO had ever eaten McDonald's food. Burger King seized the opportunity to compete by releasing a video of its President Tom Curtis taking a noticeably larger bite of the updated Whopper on TikTok. The company's subtle comparison video, captioned "Thought we'd replay this," accumulated over 2 million views, effectively leveraging McDonald's misstep as marketing ammunition for its own burger launch.
Read at Fast Company
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