It’s only a matter of weeks since Burger King Finland launched a conquesting campaign in Helsinki, to help the fast-food chain deal with the issue that it has less restaurants in the city than its competitor, McDonald’s.

In that campaign, Burger King ran ads outside McDonald’s restaurants in the city, promising customers free delivery if they set their pick-up location as a McDonald’s restaurant. Now, the fast-food chain has decided to show its biggest competitor some love, celebrating Helsinki Pride Week with a campaign titled “Love conquers all”, which it describes as a “celebration of love and all the forms it takes”.

The campaign, created by TBWA\Helsinki, features the brand mascots for both brands embracing each other and kissing. It is running during Helsinki Pride Week this week, in print, on outdoor sites, and in Burger King’s own channels and restaurants.

“Burger King has always stood for equality, love and everyone’s right to be just the way they are,” said Burger King Finland’s Brand Manager Kaisa Kasila. “The only instance where it might not seem so, is when we’re bantering with our competitor. But we want to be clear – it all stems from the respect we have for them. And we know McDonald’s stands for the values we stand for, too.

“The idea behind the painting sprung from our desire to celebrate love in all forms. We thought, what a better way to convey our values than by portraying an all-encompassing kiss between Burger King and McDonald. We wanted to show that in the end, love always wins.”