Burger King hires Mojo Supermarket, Praytell as marketing partners after viral McDonald’s roast

USA – Burger King has appointed Mojo Supermarket as social agency of record and Praytell as public relations AOR for the U.S., following a viral campaign mocking McDonald’s CEO Chris Kempczinski’s awkward Big Arch burger review.

The new agency partnerships aim to strengthen the chain’s challenger positioning through real-time cultural engagement, influencer relationships, and always-on social strategy.

Viral Victory Sets the Stage

The agency appointments follow a masterful stroke of competitive marketing.

After McDonald’s posted a stilted video of CEO Kempczinski awkwardly reviewing the chain’s new Big Arch offering, which he repeatedly called “product,” Burger King struck back.

A viral clip shows Burger King President Tom Curtis taking a bite of a Whopper and dryly noting the only thing missing from the meal is napkins.

Mojo Supermarket claimed credit for the timely roast, which joined similar jabs from Wendy’s, A&W, and Jack in the Box in piling onto the social media moment.

What Each Agency Brings to the Table

Mojo Supermarket will lead Burger King’s always-on social strategy, encompassing creative development, community engagement, and cultural activations.

Praytell takes the reins on earned media, influencer relationships, and identifying relevant cultural stories worth amplifying.

The two agencies will collaborate closely to shore up Burger King’s challenger positioning in an increasingly combative QSR landscape where category pressures around pricing continue mounting.

Why Social Dominance Matters Now

The roster changes recognize social media’s growing power in building brand discovery and relevance.

Gaining notice on platforms like TikTok and Instagram can translate directly into massive earned media wins, often at a fraction of traditional advertising costs.

Joel Yashinsky, Burger King U.S. CMO, framed the new partnerships as essential to connecting with diners in real time.

Strong Sales Support the Strategy

The marketing aggression comes on the heels of solid performance.

Burger King’s same-store sales rose 2.7% for the period ending December 31, beating analyst expectations.

Recent promotions, including a SpongeBob SquarePants tie-in menu targeting families, helped bolster quarterly results.

Parent company Restaurant Brands International recently expanded its “Reclaim the Flame” turnaround plan for Burger King, promising increased marketing investment, Whopper upgrades, greater AI integration, and refranchising of select locations.

Beyond the Roast: Building Loyalty

While viral moments capture headlines, Burger King sees its new agency hires as a longer-term investment in customer relationships.

In a crowded QSR market where every chain fights for attention, having agencies that can move at internet speed might be the sharpest tool in the toolbox.

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