Advertising watchdogs have intervened in the burger war with a warning
to Burger King about a campaign that takes a cheeky swipe at its biggest
The Advertising Standards Authority has backed a complaint by McDonald’s
about Burger King’s bus-side campaign using the slogan ‘60 per cent more
beef than them’. The letter ‘m’ in the word ‘them’ is in the same style
as the McDonald’s Golden Arches trademark.
The ASA supported the McDonald’s complaint that although the D’Arcy
Masius Benton and Bowles ad made it clear that Burger King’s claim
related only to regular hamburgers, it was not sufficient to put it in a
small footnote that could not be easily read on a bus-side.
Meanwhile, Carlsberg-Tetley and St Luke’s, one of its roster agencies,
have been warned about posters for Tuborg Gold lager after a complaint
that it extolled violence and soccer hooliganism.
One ad featured a picture of King George V with the caption: ‘Go on,
punch me in the stomach - hard as you like.’ Another showed Tsar Nicolas
II with the heading: ‘Who took the Arsenal? Who took the Arsenal? We
did. We did.’
The Meat and Livestock Commission has drawn first blood in its scrap
with the Vegetarian Society, which has failed to win ASA support for
complaints about nutritional claims made for meat in the commission’s
Conversely, the ASA is investigating complaints about national magazine
ads by the Vegetarian Society, which have prompted complaints by the
National Farmers’ Union, and the Commission, that has branded them as
‘disgusting’ (Campaign, last week).