So you're a fast-food giant that loses a trademark for one of your most popular offerings—what's the worst that can happen? Your rival could decide to mercilessly troll you, for one. That's what's happening to McDonald's in the EU, where the chain recently lost its Big Mac trademark after unsuccessfully suing a smaller Irish burger chain named Supermac's. That legal loss led to Scandinavian Burger King execs gleefully rubbing their hands together and coming up with a dastardly plan: Incorporate the Big Mac name into their own menu items. "It's too much fun for us to stay away," Iwo Zakowski, the chief of Sweden's BK operations, said in a release, per the Guardian.
And so now, at local Burger King restaurants in Sweden, guests will see fare listed with names like "The Anything but a Big Mac," "The Burger Big Mac Wished It Was," and "The Kind of Like a Big Mac, but Juicier and Tastier." Adweek notes the tongue-in-cheek "Not Big Macs" campaign was dreamed up by Stockholm's Ingo ad agency. There's even a quirky commercial to go along with it. (Read more Burger King stories.)