Burger King has appeared to poke fun at a rival marketing campaign after a social media video featuring a senior executive eating a burger drew widespread criticism online. The clip, posted by McDonald's chief executive Chris Kempczinski, was intended to promote the company's new 'Big Arch' sandwich but quickly became the subject of mockery across platforms including TikTok, Reddit and X.
The controversy began when Kempczinski shared a video on 1 March 2026 introducing McDonald's new 'Big Arch' burger, which the company has described as its first major permanent global menu addition in decades. The clip was intended to promote the item ahead of its launch in the United States but quickly became the focus of online criticism.
