# French Fast-Food Wars New McDonald's Timber Vs Farmer Campaign Competes for Supremacy By Josh Mears | Published 2012-01-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mcsandwhich References: [adrants](http://www.adrants.com/2012/01/mcdonalds-pits-lumberjack-against.php?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed:) & [youtu.be](http://youtu.be/HgA1JnBf9M4) A battle of epic proportions is breaking out—Timber Vs Farmer, who will concur and be the next new McSandwich ad inspiration? The Timber Vs Farmer ad is produced by [TBWA](https://www.trendhunter.com/trends/mcdonalds-france-1) and is a Paris-created commercial showcasing several comical and stereotypical situations in which each of the combatants—one lumberjack, one farmer -- is fighting it out to become the new McSandwich mascot. [McDonalds](https://www.trendhunter.com/trends/mcnuggets-land) has an illustrious history in advertising and branding; according to several interdependent studies, Ronald [McDonald](https://www.trendhunter.com/trends/leo-burnett-italia) and/or the golden arches are some of the earliest and most recognizable symbols in the world. The Timber Vs Farmer ad continues the tradition by appealing to funny bones everywhere. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 36% | Activity: 54% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Fast-food Advertising Battles:** The Timber Vs Farmer campaign is an example of how fast-food chains are competing in the advertising world, creating opportunities for disruptive innovation in marketing strategies. - **Humorous Marketing Tactics:** The comical situations portrayed in the Timber Vs Farmer ad highlight the trend of humorous marketing tactics that can capture the attention of customers and generate brand recognition. - **Stereotyped Character Personas:** The lumberjack and farmer personas in the Timber Vs Farmer campaign exemplify a trend in using stereotyped character personas to create memorable advertising campaigns. ### Industries Being Reshaped - **Fast-food Industry:** The fast-food industry is constantly evolving and adapting new marketing techniques like those seen in the Timber Vs Farmer campaign to stay ahead in a highly competitive market. - **Advertising Industry:** The use of humorous and stereotyped character personas in advertising campaigns, as seen in the Timber Vs Farmer campaign, offers an opportunity for disruption in the advertising industry by creating new and unconventional advertising strategies. - **Branding Industry:** The Timber Vs Farmer campaign highlights the importance of branding in the fast-food industry and creates opportunities for disruptive innovation in brand recognition and loyalty. ## Related on Trend Hunter - [QSR Food-Inspired Door Designs](https://www.trendhunter.com/trends/mcdonalds-france-1.md) - [Chicken Wing QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-australia-1.md) - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md) - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md) - [Architecture-Inspired QSR Ads](https://www.trendhunter.com/trends/new-mcdonalds-campaign.md) - [Nordic QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-8.md) - [Promotional France-Only QSR Sandwiches](https://www.trendhunter.com/trends/mcdonalds-france-mcbaguette.md) - [Time Travel Fast Food Ads](https://www.trendhunter.com/trends/inflationary-mcdonalds-ads.md) - [AI-Fuelled QSR Animated Commercials](https://www.trendhunter.com/trends/mcdonalds-japan-1.md)