The Quarantine Burgers

Background

At the height of the pandemic, France was in quarantine and all restaurants were closed. Everyone then had to stay home and to find activities to occupy themselves.

And guess what the French people did? They got cooking. A lot. Despite the interruption of their activity, the idea was to take advantage of this trend and get people to think and talk about the brand and to maintain the close relationship they have with their clients / fans.

Idea

Having all their restaurants closed did not mean that Burger King could not stay relevant. To support the passion for cooking, the idea was to show in social media how people could make their own authentic Whopper using products they could find in the supermarkets they were still allowed to visit.

Quarantine burgers were Burger King's recipes reinvented only using other consumer brands.

Results

The campaign reached over 119 million contacts, generating over 3.5 million interactions in the social networks and 153 media appearances in 36 countries.

Our Thoughts

If you look at social media, it was full of Gen Z wailing that they couldn’t get hold of a burger. BK marketers are brilliant at listening to consumer conversations and joining in and this is another great example.

Their ‘always on’ strategy is to keep doing interesting things in digital media because if they are interesting enough, and they usually are, they go ‘viral’. Not sure that’s a great word to use in this context, but still… Thank you Fernando Machado and your team. You are doing more to promote the power of creativity than any awards show or agency.