# Competitive Burger Billboards This Massive Vertical Billboard Promotes McDonalds Over Burger King By Ady Floyd | Published 2016-02-25 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/vertical-billboard References: [tbwa-paris](http://www.tbwa-paris.com) [McDonald's](https://www.trendhunter.com/trends/food-truck-billboard) created this over-sized vertical billboard to promote its 1,000 convenient drive-thru locations -- compared to [Burger King's](https://www.trendhunter.com/trends/burger-ads) 20. In a recent act of playfully competitive fast food marketing, this billboard was erected in France by the '[TBWA](https://www.trendhunter.com/trends/mcdonalds-france-1)' 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. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 23% | Activity: 74% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Humor](https://www.trendhunter.com/humor) ## Key Themes ### What Makes This Trend Stand Out - **Vertical Billboards:** The use of vertical billboards in marketing campaigns to create playful competition and attract attention to brands. - **Location-based Marketing:** The use of location-specific messaging in outdoor advertising to highlight the convenience and accessibility of a brand's offerings. - **Humorous Advertising:** The use of humor in advertising campaigns to engage and entertain customers while promoting brand rivalry. ### Sectors Adopting This - **Fast Food:** Opportunity for fast food chains to leverage location-based advertising and humorous campaigns to attract customers and position themselves as more convenient choices. - **Outdoor Advertising:** Opportunity for outdoor advertising agencies to create unique and attention-grabbing campaigns through the use of vertical billboards and location-based messaging. - **Marketing and Advertising Agencies:** Opportunity for agencies to develop creative and humorous campaigns that playfully highlight the competitive advantages of their clients over industry rivals. ## Related on Trend Hunter - [Food Truck Billboards](https://www.trendhunter.com/trends/food-truck-billboard.md) - [Scented Fast Food Billboards](https://www.trendhunter.com/trends/scented-billboard.md) - [Cheeky Burger Billboards](https://www.trendhunter.com/trends/burger-billboards.md) - [AI-Created Burger Ads](https://www.trendhunter.com/trends/burger-ads.md) - [Flame-Grilled Billboards](https://www.trendhunter.com/trends/flame-grilled-billboard.md) - [Friendly Rival Burgers](https://www.trendhunter.com/trends/bff-burger.md) - [Made-to-Order Burger Ads](https://www.trendhunter.com/trends/burger-kings-advertisements.md) - [Fast Food-Themed Roads](https://www.trendhunter.com/trends/mcdonaldsfries1.md) - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md)