It’s a cliche to compare BK with McDonald’s, but well, it’s inevitable 😁

McDonald’s had also tried incorporating green in their logo some years ago (around 2009), but it didn’t really stick. At hindsight, perhaps because many of the green initiatives they took were related to the behind the scenes of their supply chain, whether it was converting frying oil to biodiesel or a more eco-friendly refrigeration. ♻️ Perhaps they half-heartedly onboarded the change, perhaps pilot tests didn’t show the results they hoped for etc. Hard to know for sure, but we definitely didn’t get too much green exposure at Ronald’s home.

I assume Burger King going green for its vegetal burger launch makes for a stronger touch point with its customers than McDonald’s’ initiatives to justify their green & yellow logo trial. Trying out a veggie burger can simply be experimented first hand, it’s easier to comprehend, hence might be perceived as more impactful. 🔍

I also think they’ve done a better job at the green re-branding execution than McDonald’s.

I love seeing the irony from a marketer’s perspective and feel hopeful that as long as customers demand change, companies will abide. Even if it takes them 10+ years to go a little color blind 🔴 💚 😉