Work for a king...

I saw this recruitment ad for Burger King and asked my daughter, who was ten at the time, what she thought it meant.

She immediately interpreted the ad as a claim from Burger King that they were a better company to work for than McDonald's and, therefore, that you should choose them over the latter.

I did a quick Google search.

The last time McDonald's used Ronald in any comms was in 2016 when my daughter would have been about four. That, to me at least, says quite a lot about the enduring power of brand assets—even when they're no longer in use and are alluded to cryptically in a competitor's ads.

One more thing.

I like seeing a product, service, or brand marketed on its own merits rather than knocking the competition. To quote Margaret Thatcher (someone I'm no big fan of), "If they attack one personally, it means they have not a single political argument left."

But maybe that's just me.