McDonald's created this over-sized vertical billboard to promote its 1,000 convenient drive-thru locations -- compared to Burger King's 20. In a recent act of playfully competitive fast food marketing, this billboard was erected in France by the 'TBWA' agency.
Located on a highway, the agency placed two billboards side-by-side. The smaller, more simplified billboard read "McDonald's -- 5 km." The second, vertical billboard read "Burger King -- 258 km." Below, the Burger King logo was a list of directions that advised drivers with detailed instructions on travelling to a Burger King drive-thru.
The clever marketing campaign combines humor with a little but of industry competition. Since McDonald's and Burger King are industry rivals, the restaurant chain suggests that it's drive-through is a smarter and simpler choice for fast food fans.