One small bite, one giant meme

In early March, McDonald's launched its latest menu item, the Big Arch burger. But it wasn’t the burger itself that grabbed headlines, it was the CEO’s reaction.

The video posted to Instagram shows the McDonald’s CEO, Chris Kempczinski, taking an awkward nibble of the new burger before saying unconvincingly, “I love this product, it is so good”. The clip quickly went viral, with the internet calling it the ‘McNibble’.

While the moment sparked jokes, memes, and playful commentary online, it also drew hundreds of negative comments from people saying the video made them less likely to try the burger. It was a timely reminder that putting your leaders front and centre isn’t always effective. If they appear forced or robotic, it can cause reputational damage rather than inspire confidence.

Rivals such as Burger King and KFC were quick to jump on the trend by posting videos on their social media channels of their executives eating their own burgers with genuine enthusiasm. These clips resonated because the leaders clearly loved the product and their passion felt authentic. Unlike McDonald’s, audiences could see the enjoyment and energy behind the bite proving that authenticity is far more persuasive than polished scripting.

This competitive and social amplification turned what could have been a one-off viral clip into a full-blown multi-brand social event. On TikTok alone, the top recreations of the CEO’s bite gained nearly 20 million views in just a few days, showing how quickly a single moment can capture global attention.

Costco, Burger King, and KFC are a few examples of companies that jumped on the trend.

What was meant to be a launch for McDonald’s ‘biggest and boldest’ burger evolved into a viral meme that highlighted a key takeaway: having your leaders front and centre can backfire if the delivery feels forced, while authenticity and passion will drive engagement.

This moment is a powerful reminder for PR and marketing teams that sometimes the most effective campaigns aren’t perfectly scripted or carefully polished. A relatable, authentic, and culturally relevant moment can generate massive attention but if it comes off robotic or uncomfortable, it risks reputational damage. Passion and authenticity win over formality every time, and even a tiny bite can make or break a brand story.