Mark Out of 10: What’s the beef?

Mark McCulloch – the brand and marketing guru behind Supersonic Inc – gives his latest take on a marketing campaign by a prominent operator. Today, he looks at how Burger King capitalised on McDonald’s loss of its Big Mac trademark with a campaign, mocking up a Big Mac-inspired menu. Is BK’s bare-faced cheek to be admired or should the company be more focussed on promoting its own USP?