Cape Town – Retail giant Woolworths Holdings Limited has taken a light-hearted jab at McDonald’s after a promotional video featuring the fast-food chain’s chief executive went viral online.
The moment started after McDonald’s CEO Chris Kempczinski appeared in a video promoting a new burger from the chain’s menu. The clip quickly circulated on social media, with some viewers mocking the executive for seemingly struggling to eat the burger naturally.
McDonald’s CEO Chris Kempczinski tries his own burger, doesn’t seem to have seen one before or know how to eat it.
Takes one tiny bite definately doesn’t want to eat any more.
Probably because he knows what is in it. pic.twitter.com/fRdNpFLqFZ
— BladeoftheSun (@BladeoftheS) March 1, 2026
Woolworths responded with its own playful marketing move on social media, posting a video of its chief executive Roy Bagattini sampling a burger from the retailer’s Now Now restaurant.
In the clip shared on Instagram, Bagattini joked about the filming of the video before taking a bite of the burger.
“I eat a Now Now burger virtually every day. And for some reason, the social media team wanted to film me doing that. I don’t know why,” Bagattini said in the video.
“It’s very sumptuous, juicy… This is the only way to eat a burger.”
After taking a bite, he added: “It’s perfect.”
Many social media users quickly recognised the post as a subtle jab at the viral McDonald’s clip, with followers praising the retailer’s marketing team for the humorous response.
In the comments section, one user wrote: “Well played, team,” while another said, “I see what you guys did here!”
View this post on Instagram
Woolworths was not the only brand to join in on the joke. Rival fast-food chain Burger King also appeared to poke fun at the viral moment after its CEO, Tom Curtis, posted a similar video taking a large bite of a Whopper burger.
Curtis recreated the scene but filmed the clip from inside a restaurant kitchen while wearing an apron before biting into the burger, a move that also gained traction online.
Burger King CEO takes a big bite of a Whopper in new video after McDonald’s CEO went viral for reluctantly nibbling the chain’s new Big Arch Burger. pic.twitter.com/JrV3hw4Xz2
— Pop Crave (@PopCrave) March 3, 2026
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Compiled by Lisabeal Nqamqhele
