Burger King used to position themselves somewhat traditionally as the number two brand (competing with number one, McDonald’s) – we try harder (“Have it Your Way”), we’re better (“Whopper Virgins” taste test), etc. But their new television commercial doesn’t seem to fit. In it, their “King” breaks into McDonald’s headquarters to steal the recipe for their sausage McMuffin. The ad ends with the announcer saying, “It’s not that original but it’s only a buck.”

Although brands often offer short-term promotions, this time Burger King is intentionally making a point to compare themselves to McDonald’s, and using price as the only comparison point. In fact, they try to imply that it’s the same offering (hence, stealing the recipe), just cheaper. When did Burger King go from claiming that they offer a better product and service to being cheaper?

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