Why are McDonald's ads always better than Burger King's?

McDonald's fries posters
(Image credit: TBWA\Paris)

McDonald's and Burger King are two of the world's biggest fast-food giants, and that creates some rivalry. The so-called 'burger wars' began back in the 1970s when Burger King started mocking the size of McDonald's hamburgers, and the bouts have continued since then. But the digs have mainly been one way. McDonald's has generally shrugged off targeted ads, and it's remained the bigger brand.

On the face of it McDonald's and Burger King aren't hugely different propositions. Fast fatty, salty and sugary food that's conveniently ubiquitous. But while Burger King has won awards for attention-grabbing campaigns, McDonald's still stands out as the more assured brand with the clearer identity. So what is it that makes McDonald's ads so almost flawlessly brilliant? I think it boils down to these six factors (See our pick of the boldest McDonald's ads for more examples).

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.