McDonalds are 3 times bigger than Burger King in Sweden. Their media spend is enormous in comparison. Burger King has to be clever in order to break through and make the Swedes experience and learn the true brand values.

This campaign was a challenger move, its what Burger King have been about for years around the world, but its a first time this happens in Sweden.

All the press that the campaign generated on all sorts of platforms made people actively visit their Burger King restaurant making the campaign not only successful publicity wise but also in sales numbers.

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 Big Mac within the EU.

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

The campaign simply re-named the Burger King products on the existing menu board in a few restaurants in Stockholm.

The new names took the world by storm:

"The burger Big Mac wants to be",

"The like a Big Mac but actually big"

"The Big Mac-ish but flame grilled of course"

"The kind of like a Big Mac but juicer and tastier"

"The anything but a Big Mac"

Burger King being the challenger brand in Sweden, as in most markets, is in a constant fight with McDonalds. As in other countries Burger King in Sweden are always looking for ways to highlight the Whopper being tastier than the Big Mac, since it is flame grilled.

At the same time, on a global level Burger King are always looking for relevant ideas that can convey the brand values to many markets around the world.

An opportunity came from know where with McDonalds loosing the exclusive rights to their flag ship product and the world press wrote about. It was a too good opportunity not to take advantage of. Less than a week later The Not Big Macs were born.

Burger King introduced new names to their products on an existing menu board in a few restaurants in Stockholm. Instead of ordering i.e. "A Whopper Cheese King", customer now ordered "A Big Mac-ish but flame grilled of course".

A simple film was shot and it documented the first customers ordering at the desk in a Burger King restaurant. The film and a press release was then sent out to the world press.

The news spread from country to country and media outlet to media outlet. Newspapers, TV news shows and all sort of media platforms took up the story, from Australia and Japan to US, South America and Europe wrote about Burger King "trolling" McDonalds. On blogs, Twitter and Instagram. After a week the campaign counted 4,77 Billion impressions.

The following week at Burger King was the best January sales week ever since they established their business in Sweden.