By Alicia Weans
The bite that started it all: When internet culture meets fast food
In today’s digital landscape, viral moments can spark from even the smallest moments, and almost anyone can become the center of an online conversation. Because of this, social media has transformed how brands interact with audiences. Instead of relying solely on traditional corporate messaging, companies now lean into internet humor and trending conversations, using them to shape marketing strategies in real time. Recently, a promotional video from McDonald’s created one of these viral moments when CEO Chris Kempczinski shared a clip of himself trying the company’s new Big Arch burger. However, instead of the burger itself grabbing attention, viewers fixated on the CEO’s surprisingly small bite of the Big Arch and how hesitant he seemed to fully enjoy it. As Victor Mather wrote in The New York Times, the moment quickly drew humorous reactions online, with social media users dubbing the CEO’s bite (or lack thereof) as the “McNibble.” What began as a routine promotional post soon turned into meme material across the internet.
Burger King bites back
Longtime rival of McDonald’s, Burger King, was quick to join the online conversation. After the “McNibble” clip began circulating, the company responded in the comments of the original video with a playful jab, writing that they “couldn’t finish it either.” According to Mather, the fast-food chain didn’t stop their playful jabs there. Burger King soon reposted a video of its own president, Tom Curtis, enthusiastically taking a much larger bite of a Whopper, contrasting the moment that sparked the viral jokes. While the company later stated that the video wasn’t originally created as a response to the “McNibble,” the timing allowed the brand to lean into the humor and viral memes already circulating online. By engaging with the meme rather than ignoring it, Burger King reinforced its long-standing reputation for playful competition with McDonald’s while generating even more attention around the viral clip.
The burger beef expands
After Burger King joined the conversation, other fast-food brands quickly jumped into the viral moment as well. Mather also noted that companies like Jack in the Box and Wendy’s added their own playful commentary online. In the comment section of Mcdonald’s post, Jack in the Box jokingly advised, “From one CEO to another: eat your product.” Meanwhile Wendy’s, a brand already known for its witty and often sarcastic social media presence, commented “lots to unpack here.” Wendy’s also leaned into the meme while promoting its Chief Testing Officer (CTO) contest, encouraging contestants to submit videos that were “more than a McNibble.” So, what started as a single viral clip quickly evolved into a wider brand conversation, with companies using humor and timing to participate in the trending topic. Moments like this show how brands can leverage internet culture to promote their own products while also strengthening their brand voice through friendly rivalry.
When memes become marketing: Lessons for future PR pros
The “McNibble” moment highlights how quickly internet culture can shape brand communication in the digital age. What started as a simple promotional video from McDonald’s quickly turned into a viral meme, prompting playful responses from social media users and competitors like Burger King, Wendy’s, and Jack in the Box. Rather than ignoring the joke, the brands embraced the moment and used humor to actually engage with audiences. For PR professionals, this situation highlights an important lesson: successful brand communication today often means participating in conversations that audiences are currently having online. By responding quickly, maintaining a clear brand voice and leaning into cultural trends, companies can turn even the smallest viral moments into opportunities for engagement, visibility, and brand personality.
The “McNibble” moment: McDonald’s CEO Chris Kempczinski takes a tiny bite of the Big Arch while Burger King President Tom Curtis goes all in on the Whopper.
