The internet’s obsession with CEOs trying to look relatable while eating fast food has taken another funny turn — and this time Burger King is stealing the spotlight

After McDonald’s CEO Chris Kempczinski went viral for awkwardly nibbling the company’s new Big Arch Burger in a video that sparked plenty of jokes online , Burger King quickly jumped in. The brand shared a TikTok featuring its CEO Tom Curtis doing the exact opposite — taking a huge, messy bite of a Whopper with sauce all over his face

Burger King may be the smaller rival to the famous golden arches, but it clearly knows how to turn a viral moment into smart marketing