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McDonald’s CEO Chris Kempczinski recently posted a video promoting the brand’s new Big Arch burger. But instead of the burger going viral, it was his hesitant little bite that caught the internet’s attention. People quickly started mocking the clip for looking stiff and awkward, turning the moment into a meme across social media. Burger King saw the backlash and moved fast. The brand released its own video featuring its US & Canada president Tom Curtis taking a huge, confident bite of a Whopper, clearly playing into the viral moment. Sometimes the internet creates the opportunity… and the smartest brands know exactly when to take a bite of it. What do you think, clever marketing or just a lucky moment?