While trolling online is something we generally have to suffer through rather than enjoy, I, for one, am absolutely here for the brand on brand trolling that occasionally sparks so much fun. Especially when done cleverly, this business on business violence is absolutely delicious. I was therefore very much delighted to learn that the initial fallout after McDonald’s losing its trademark rights to the “Big Mac” in the EU is that some European branches of Burger King are delighting in rubbing McDonald’s nose in it.

Burger King’s Swedish operation recently revamped menus to poke fun at McDonald’s loss. Under the header Not Big Mac’s (sic), the sign listed meal options like “Burger Big Mac Wished It Was”, “Like a Big Mac, But Actually Big” and “Big Mac-ish But Flame-Grilled of Course”.

The chain released a video showing customers tentatively ordering from among the unusual choices, while a staff member appears unfazed as he calls out for Anything But a Big Mac.

And here is the video.

All fun aside, there are a couple of things to notice in all of this. First, it’s likely that everything Burger King did with this campaign ought to be considered Fair Use even if McDonald’s had never lost its trademark. After all, the entire point in calling out the “Big Mac” name in all of this is squarely to differentiate it from Burger King products. And, of course, there’s roughly zero chance of anyone in the public being confused in any way here.

Separately, this again calls to mind our mantra that content is advertising and advertising is content. The reason this campaign is a success goes beyond watching one giant fast food company mock another. Instead, this works because Burger King is clearly having so much fun with it. And it’s having that fun in a way that’s approachable, snarky, and quite funny. That’s all advertising gold, in that it both grabs attention and generates positive reactions with the public, all while messaging a positive difference between Burger King and McDonald’s.

So, if the primary fallout from a giant company losing its trademark is this kind of fun, I’m very much here for it.

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