Burger King has employed USA-style comparison tactics in its latest UK ad campaign by including its biggest rival, McDonald's Big Mac.
The ad, which features a burger dancing to the UK Eurovision song "Oooh, ahhh, just a little bit", focuses on research which Burger King claims proves its burgers contain more than 40 per cent more beef than a Big Mac.
The company said it and its ad agency, Lowe Lintas, had negotiated with the advertising watchdog the BACC to make sure the advertising was compliant with its guidelines. Comparative advertising is relatively rare in the UK.
Burger King's UK marketing director, Philip Almond, said: "This is a significant milestone for UK advertising and is quite literally a bun-fight."
"Comparative advertising is an effective technique to promote a brand that may not be the largest operator in the market, but which knows it is superior to its competitors. In this case, we can prove that the Big King burger contains more beef than the Big Mac so why not say so," he added.