24 April, 2026

Should brands put their CEOs front and centre in their marketing? You may have seen the ridicule that Chris Kempczinski, CEO of McDonalds, came under after trying the new Big Arch burger. The video is undoubtedly cringe-worthy. But does that mean CEOs should stay out of marketing altogether? Not necessarily.

Burger King made better choices. A recent ad with their CEO, Tom Curtis, explained improvements being made to the chain and apologizing for recent standard slips, to seemingly a good reception. So, what was the difference?

The McDonald’s ad felt inauthentic and unnecessary. Kempczinski claimed to love the “product”, took a tiny bite and promised to save the rest for his lunch. You were left with the sense that the CEO of McDonald’s probably doesn’t eat Big Macs at his desk on a regular basis, which almost certainly wasn’t the intention.

Burger King’s message wasn’t “look how much I [don’t] love our product” but “things are changing around here“. There was an honesty about the fact their standards had slipped and a promise to upgrade throughout the business. This is a CEO-led decision, his inclusion made sense and felt real.

There is a pattern here. As highlighted in this New York Times article, CEOs tend to come into the limelight when things are wrong, or the business needs a redirection. It can also work when the CEO is and always has been part of the brand. Think about Richard Branson: Virgin has put Branson at the centre throughout and so we believe he wants to be there when he shows up, and more importantly, that he believes in the product he’s selling.

So, what’s the message? Putting your CEO in your marketing can be great, but only when their presence adds meaning. Think credibility, not visibility.

By Anna Heis