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Library/Campaign/The McWhopper Proposal
Grade B26 sourcesHIS-00069

The McWhopper Proposal

Campaign · 2015 · Notable

Made by Y&R New Zealand · Source

57Editable slideCertificate

Burger King’s rejected burger truce drew 10,500 DIY review videos, its agency reported.

Burger King

@BurgerKing · Aug 26, 2015

.@McDonalds let’s #SettleTheBeef to raise awareness for @PeaceOneDay. #McWhopperProposal McWhopper.com http://t.co/o3APQ2QzKC

2.9K180
Original · @BurgerKing
.@McDonalds let’s #SettleTheBeef to raise awareness for @PeaceOneDay. #McWhopperProposal http://t.co/GEXRHve53D http://t.co/o3APQ2QzKC
@BurgerKing on X
Proposed McWhopper packaging with split Burger King and McDonald’s colours.
Y&R New Zealand, courtesy of Effie Worldwide
A rendering of the “McWhopper.” Burger King proposed a one-day truce with McDonald’s to sell a meal blending their burgers
The Irish Times
Burger King
Burger King on Tumblr

Spread Score

How it works
Reach69Contagion45Breadth80Velocity65Longevity757

Numbers

McWhopper global impressions, later brand claim (AMA)
9.3B
As of Feb 12, 2018 · Self-reported · American Marketing Association, quoting Burger King’s Fernando Machado
Seed to peak
same day
Aug 26 ’15 to Aug 26 ’15
Platforms
6
Started on X
Origin
Mixed
Food & beverage

Mechanics

  • PairingPrimary
  • Response chain
  • Platform jump
  • Controversy
  • Remixable template
  • Press loop

How it spread

Trace the origin

Burger King launched its McWhopper proposal with newspaper ads and Twitter. McDonald’s refused on Facebook, drawing criticism. Creators rebuilt and reviewed the burger; Burger King later served a Peace Day Burger with four rival chains.

Google searchesAug ’15SepOctDecMar ’16MayJunJulSepPeakXPressFacebookYouTubeOpen webRetail
XPressFacebookYouTubeOpen webRetail

14 more events on this chart

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Timeline (17)

  1. August 2015

    @BurgerKing seed · Aug 26 ’15

    Burger King published its McWhopper proposal in newspapers and a tweet.[1][2]

    .@McDonalds let’s #SettleTheBeef to raise awareness for @PeaceOneDay. #McWhopperProposal http://t.co/GEXRHve53D http://t.co/o3APQ2QzKC
    Open the first post ↗

  2. CBS Boston press · Aug 26 ’15

    CBS Boston reported the proposed burger before McDonald’s had responded.[3]

  3. Steve Easterbrook / McDonald’s owner response · Aug 26 ’15

    McDonald’s CEO Steve Easterbrook rejected the proposal in a Facebook post.[4][7]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 21 sources · Score 64
Origin
Mixed
Sector
Food & beverage
Region
US
McWhopper global impressions, later brand claim (AMA)
9.3B
As of Feb 12, 2018 · Self-reported · American Marketing Association, quoting Burger King’s Fernando Machado
Evidence
Grade B

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· Source
Google searchesAug ’15SepOctDecMar ’16MayJunJulSepPeakXPressFacebookYouTubeOpen webRetail
XPressFacebookYouTubeOpen webRetail

14 more events on this chart

Join free to see them

  1. August 2015

    @BurgerKing seed · Aug 26 ’15

    Burger King published its McWhopper proposal in newspapers and a tweet.[1][2]

    .@McDonalds let’s #SettleTheBeef to raise awareness for @PeaceOneDay. #McWhopperProposal http://t.co/GEXRHve53D http://t.co/o3APQ2QzKC
    Open the first post ↗

  2. CBS Boston press · Aug 26 ’15

    CBS Boston reported the proposed burger before McDonald’s had responded.[3]

  3. Steve Easterbrook / McDonald’s owner response · Aug 26 ’15

    McDonald’s CEO Steve Easterbrook rejected the proposal in a Facebook post.[4][7]

  1. peak · Aug 26 ’15

  2. platform jump · Aug 27 ’15

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Why it worked

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