Friday 30 September 2016

Now it's Burger King that has a beef with Supermac's

Published 29/01/2016 | 02:30

Burger King has made a complaint to the Advertising Standards Authority for Ireland (ASAI) over an advert aired by Supermac’s. PA
Burger King has made a complaint to the Advertising Standards Authority for Ireland (ASAI) over an advert aired by Supermac’s. PA

Irish fast food retailer Supermac's has found itself doing battle with yet another multinational competitor - after Burger King made a complaint against the company.

  • Go To

This week, Supermac's lost a battle with McDonald's after EU officials found in favour of the fast food giant in a trademark dispute.

The Irish Independent has now learned that Burger King has made a complaint to the Advertising Standards Authority for Ireland (ASAI) over an advert aired by Supermac's.

Burger King claims the advert, which promotes Supermac's using 100pc Irish beef in a new burger, is giving the company an unfair advantage over competitors.

Supermac's boss Pat McDonagh confirmed his company had received a letter from the ASAI in relation to a complaint from a competitor.

"Another multinational group is objecting to our utilising our Irishness in our adverts," he said.

"They claim we are taking ownership of Irishness, implying others are not using Irish meat. We're simply saying we're the only ones using fresh Irish meat. It relates to our five-ounce fresh meat burger. It's different to what everyone else uses in the fast food area," he added.

He now plans to defend the advert.

A spokesperson for the ASAI confirmed it was reviewing a complaint against Supermac's.

Irish Independent

Read More

Promoted articles

Editors Choice

Also in Business