17th of January 2019 it became widely known in the world press that McDonalds lost a case where they had sued a small Irish hamburger chain called Super Macs. They no longer had the exclusive rights to the trademark name Big Mac within the EU. All global big media reported about this.

Only one week later Burger King in Sweden renamed their burgers on the meny board in restaurants - The Not Big Macs were introduced.

A simple name change on the existing menu board was basically the campaign. The burgers new name all had references to Big Mac, but in a cheeky way. Instead of ordering i.e. "A Whopper Cheese King", customer now ordered "A Big Mac-ish but flame grilled of course".