NEW YORK (AdAge.com) — Burger King is betting big on breakfast with a new national blitz to promote a morning sandwich that’s admittedly a lot like McDonald’s Egg McMuffin, but cheaper.
In a new 30-second commercial from agency Crispin Porter & Bogusky, BK’s mascot, the King — armed with a flashlight and donning a hoodie — breaks into McDonald’s headquarters in the wee hours of the morning to copy the recipe for McD’s Sausage McMuffin with Egg sandwich. A voice-over says, “It’s not that original but it’s super affordable … egg, sausage and cheese on a toasted English muffin.” (The sandwich is being sold for a $1 at Burger King restaurants. McDonald’s doesn’t offer that sandwich on its breakfast dollar menu, but it does offer other selections, such as a sausage biscuit and sausage burrito).
McDonald’s doesn’t seem to be ruffled by the comparative ad or use of its brand in Burger King’s commercials. “Imitation is the sincerest form of flattery,” a spokeswoman told Ad Age in an e-mail. “As always, McDonald’s continues to focus on its business and customers.”
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