This week I’ve seen two examples of creative advertising.
KFC Ad
The first was KFC “trolling” McDonald’s new Big Mac with their trucks and some social media buzz.
Kraft Peanut Butter Ad
The second one was by Kraft Peanut Butter, where they omitted their own logo and had cheeky slogans like “A staple in 1 out of 193 countries. This campaign plays on both Kraft’s brand recognition and Canadian Identity.
One brand tried to make fun of the industry leader, while another was very confident in its brand recognition. Which type of marketing is better? The opinions on the subject will differ, but in my mind focusing on your own brand is usually better.
Burger Wars and Attack Advertising
KFC’s campaign type is Attack Advertising, a sub-type of Comparative advertising. KFC is one of many brands that tried to go after McDonald’s. The most famous campaign is by Burger King.
For decades, Burger King has had to craft their brand identity as distinct from McDonald’s. In the 1980s, Burger King launched their “Have it Your Way” campaign, which focused on customizable burgers in contrast to McDonald’s standardized menu. In the 2000s, Burger King started targeting McDonald’s in their ads, using humour and satire to criticize their rival’s products and positioning themselves as the edgier alternative.
While these attack ads may have generated buzz, they have yet to translate into a higher market share for Burger King. Burger King is in a constant state of trying to turn around their struggle. At the same time, McDonald’s continues to dominate the fast food industry.
So, what’s the lesson here? Rather than attacking the competition, companies should prioritize building a solid and unique brand identity. By highlighting their strengths and offerings, companies can positively differentiate themselves rather than relying on negative tactics. This approach can help build a solid and loyal customer base that will stick with your brand no matter what the competition does.
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Roman ZelvenschiChief Storyteller
Roman Zelvenschi is a digital marketing strategist and founder with over 15 years of experience helping businesses grow through data-driven marketing and brand strategy. Since 2008, he has turned ideas into profitable, scalable ventures—working with brands ranging from global enterprises like Mondelēz to startups such as The Kosher Express. His expertise lies in SEO, AI-driven marketing, and lead generation, particularly within highly regulated industries such as healthcare, long-term care, and finance. Roman believes effective marketing blends brand investment for long-term growth with short-term performance through lead generation and customer lifetime value optimization. An early adopter of AI in marketing, Roman has leveraged machine learning since 2022 to enhance targeting, personalization, and campaign performance. He continues to advocate that technology should amplify human creativity—not replace it.
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