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Lovin’ It: McDonald’s McMarryMe Burger

Filed under Advertising, LTO, Marketing, Promotion

The “Mein Burger” or “My Burger” promotion is one of McDonald’s most popular European marketing tactics. Customers are invited to dream up a new burger using ingredients on hand at McDonald’s. Finalists—which become actual limited-time offers—can be quite imaginative, such as last year’s McBrezel in Germany. It combined a slather of potato salad, onions and cheese with a meatloaf patty on a McRib bun.

This year’s “Mein Burger” competition in Austria is down to five finalists, one of which is an interesting burger with a very catchy name: the McMarryMe. Created by Gregory W. and sons Timo and Gunther, the burger combines three beef patties with Cheddar cheese, lettuce, red onion and ketchup.

More than just a meal, the McMarryMe also can function as a tasty way to propose marriage, as is depicted in a commercial (at left) supporting the burger’s turn in the “Mein Burger” spotlight. The McMarryMe won’t remain on the McDonald’s menu past the end of the promotion, but it’s certainly a clever idea.

The other finalists are the McMühl4tler (sic) with grilled Nuremberg sausage, lettuce, Emmental cheese, fried onions, bacon, ketchup and mango curry sauce on an onion bun; the McSchwarzbär (or “Black Bear”: two beef patties, lettuce, Cheddar cheese, bacon, barbecue sauce and smoky tomato sauce on a rustic bun); the Just Meat Burger (a triple-patty stack with onions, pepper-Jack cheese, bacon and barbecue sauce on a sesame-seed bun) and the McGyros (ground-pork patty with Gyros seasoning, red onion rings, jalapeňo rings, mixed greens and sour-cream sauce on a ciabatta roll).

Perhaps the most famous “unauthorized” McDonald’s creation was the double-decker Big Mac sandwich that Pittsburgh franchisee Jim Delligatti put together in 1967. It pretty much caught on. Delligatti’s grandson, Dan Delligatti, appears in a TV spot now airing in Denmark, relating the story of his grandfather’s grand idea. The commercial appears to be a teaser for an upcoming “Mein Burger” promotion in Denmark.

Actually, the Danes may know their McDonald’s history better than most Americans. Last year, a series of English-language commercials for the 1955 Burger aired in Denmark, Sweden, Norway and Finland. One featured Glen C. Volkman, the first customer at Ray Kroc’s first McDonald’s, which opened in Des Plaines, Ill., in 1955. Others featured people reminiscing about working at that restaurant. When McDonald’s finally brings the 1955 burger to the U.S., I still believe these commercials will resurface to promote it.