Twitter’s weird Burger King-McDonald’s ‘beef’ invokes Bonang and Somizi

It’s not legal in South Africa for one brand to mention another in their marketing or advertising, so Burger King SA may have been driving a bit close to the edge in its recent marketing campaign.

On Wednesday, it launched a supposed “third wheel” friendship promotion that’s giving away free vouchers, and in its promotional pic two people can be seen enjoying their Burger King meal at one of their restaurants while a character who looks suspiciously like Ronald McDonald sits forlornly on its own in the background.

Calling all 3rd wheels – we know you don’t always get the recognition you deserve, but we are rectifying this injustice just in time for #InternationalFriendshipDay (30 July). Tell us why you're a proud 3rd wheel & you could win a BK® voucher. Winners announced 30th July. pic.twitter.com/WXscwkvOIO

— BURGER KING® South Africa (@BurgerKingZA) July 25, 2018

McDonald’s wasted little time by responding within hours to this obvious dig at its brand and mascot.

They tweeted a quote from reality show star and presenter Bonang Matheba: “… they have to talk about you. Because when they talk about themselves, nobody listens.”

"… they have to talk about you. Because when they talk about themselves, nobody listens" – Bonang Matheba https://t.co/9j1wjMShbx

— McDonald’s SA (@McDonalds_SA) July 25, 2018

For some, it was a vicious burn from McDonald’s.

https://twitter.com/theLouis_a/status/1022099987449241600

Not to be outdone, though, Nando’s decided to join in and tagged Somizi Mhlongo late on Wednesday night.

.@somizi, if you’re not loving it. 👀 We’re loyal. 😉 https://t.co/GRBXEZknVM

— NandosSA (@NandosSA) July 25, 2018

At this point it was all starting to get way too weird, since everyone knows it’s pretty cold to mention Somizi and Bonang in the same breath nowadays.

The former besties regularly throw shade at each other, a fact few on Twitter missed – though one person had to explain it to some of the others.

https://twitter.com/mongezimbomvu/status/1022230267241672704

https://twitter.com/2Purity2/status/1022235565033443331

Some, though, just want to see South Africa’s most popular take-away chain, KFC, get in the ring.

Please @KFCSA reply with something dope😭😭😂. Just finish this off

— ModernDay Laqhasha (@uKilla_K) July 25, 2018

Nando’s appears prepared for that though.

Waiting… 👀 pic.twitter.com/86mC3xnKR6

— NandosSA (@NandosSA) July 25, 2018

@NandosSA please sit this one out its a red meat fight! pic.twitter.com/YBn7cwcTTa

— Siyabonga Kheswa (@IamCeeyaK) July 25, 2018

We couldn’t let you guys suffer through all that beef. 🤣

— NandosSA (@NandosSA) July 25, 2018

It seems social media is becoming a stomping ground for brands to troll each other. Netflix SA recently posted an ad on Twitter that was obviously poking fun at MultiChoice, which is yet to retaliate.

The pay-TV operator asked for web-streaming services to be regulated in South Africa, which is currently not the case.