It’s common knowledge that the big fast food businesses don’t really like each other. At all. The major players always appear determined to undermine, needle and ultimately piss off a major competitor at every opportunity. Recently we’ve seen Burger King rename all the sandwiches after the Big Mac and Wendy’s get into an epic punch-up with anyone who doesn’t use fresh beef. Now, it seems, KFC have been dragged into the quagmire.
Not intent with irritating the world’s largest hamburger company, Burger King have decided to spread their wings and encroach upon the territory of the Colonel. In a direct challenge to KFC’s chicken supremacy, the company have just launched a new poultry product, taking a massive swipe at the competition in the process. The campaign has, as we might have expected, ruffled a few feathers.
In an attempt to diversify from their traditionally beefy output, Burger King have decided to unveil an all new, flame-grilled chicken burger. Though this is hardly the first time that the franchise has included a bird on the menu, the content of the campaign suggests that this is a more explicit challenge to KFC than ever before. In an act of war, Burger King have christened their sandwich, “King (of) Flame Grilling”, or; “K.F.G”. Shots very much fired.
As if worried that their new name might be too subtle for some, the burger giants have decided to make things even more explicit in a new televised commercial. Featuring their perennially creepy masked mascot, the advert uses a deliberately southern voiceover to loudly claim that, “when it comes to flame-grillin’, the king always outranks the colonel.”
As we mentioned earlier, this is hardly the first time that Burger King have got their hands dirty in the ongoing quest for fast food supremacy. Apart from their renamed Big Mac/burger stunt, the company have also run a cheeky promotion where customers could purchase a Whopper meal for 1¢, providing that they purchased it within sight of a McDonald’s. In the never ending battle to make America greasy again, apparently nothing is off limits.
Despite the obviously provocative nature of the advert, there has yet to be an official response from the team at KFC HQ. However, if past form is anything to go by, they could well be cooking something up as we speak. KFC specialise in outlandish and often totally impractical marketing stunts, ranging from chicken scented candles to bath bombs. It seems unthinkable that they would pass up on an opportunity for revenge.
While the world waits for KFC to get its act together, Burger King’s claims to be the new rulers of the chicken roost remain unchallenged. Though there’s something seriously unnatural about having a company who cooks 2 billion beef burgers a year at the top of the poultry pyramid, it seems seriously unlikely that this situation will be allowed to continue. We wait with baited breath to see what happens next.