Order from McDonald's
BURGER KING® France
Issue 57 | December 2020
Agency
Buzzman
Creative Team
President and Creative Director Georges Mohammed-Chérif Art Director Philippe Boucheron Concept, Copywriter Patrice Lucet Assistant Art Director Mona Saleh
Other Credits
Vice-President Thomas Granger General Manager Julien Levilain Account Director Loïc Coelho Head of Advertising Fany Maupou Social Media Director Julien Scaglione Social Media Consultants Félix Brunot, Arnaud Cherbonnier Head of Communications and PR Amélie Juillet Chargé de Communication, Public Relations Paul Renaudineau
Date
November 2020
Background
As Covid-19 forced people across Europe back into lockdown, BURGER KING® France made a plea on behalf of all restaurant workers in France, including those working for the competition.
Idea
A simple print ad ran in two of France’s largest newspapers and was posted on Twitter urging French citizens to help keep saving jobs in the fast-food industry by ordering from KFC, Domino’s, Subway and, yes, even McDonald’s. “Restaurants employing thousands of staff really need your help.”
Our Thoughts
The results of this ridiculously simple idea won’t be known for a while but suffice it to say the PR generated has been astonishing. Burger King UK borrowed the idea and tweeted the same message, getting nearly 200,000 ‘likes’. The Daily Mail called it classy.
This is yet another instance of how BK maintains its “always on” strategy, with low-cost little incursions into the public consciousness at times inbetween conventional TV advertising.