This campaign was a direct and responsive answer to the situation French people knew last march when the country was in quarantine.
We used it to make people talk / think about our brand even thought all our restaurants were closed. By sharing our mythic recipes in a lockdown and authentic style, we demonstrated people that we don't only have a "commercial" relationship with them and that we were all in the same situation.
We even made it easier by turning this social media animation into a real service by creating readymade kits available for delivery with UberEats and Carrefour.
In March 2020, France was in quarantine and all our 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.
Depsite the interruption of our activity, we wanted to take advantage of this trend and get people to think and talk about our brand + to maintenain the close relationship we have with our clients / fans.
Describe the creative idea (30% of vote)
Having all our restaurants closed doesn't mean we can't stay close to our clients' hearts and stomach.
To occupy them and exploit their growing passion for cooking during the lockdown, we decided to share the recipes of our mythic burgers in our social networks.
But because we knew that people couldn't get their hands on our buns, patties, ... we had to think of equivalent products they could easily find in their supermarkets. So we created the quarantine burgers: Burger King's famous recipes only using other consumers' brands.
Describe the strategy (20% of vote)
This creative idea really was an answer to everyone's situation in France at that time, locked at home, cooking as much as possible to occupy themselves.
We knew that with this campaign we could then talk to our fans, who were missing our restaurants since we closed them, and a much larger audience (and maybe future clients) that will be really interested in having tips and recipes to make homemade burgers.
For this campaign, we decided to use other consumers' brands so people can easily try to reproduce our burgers.
And to answer the question you may ask yourself now: No. We didn't ask all these brands for the usage rights. We simply bet that they will like our gentle campaign and free visibility or if they don't that they would not dare sue us in these difficult times. We did bet right!
Describe the execution (20% of vote)
There were 2 periods in this campaign:
1/ From March 30th to April 5th: on Burger King's social networks (Facebook, Twitter and Instagram) only.
We had a week of animation where we posted the recipes of our 4 most iconic burgers (WHOPPER, STEAKHOUSE, BIG KING and KING FISH). Each day, we posted our campaign's key visual indicating all the ingredients people would need for the recipe + a (homemade) tutorial video to show them step after step how they can realize the recipes.
All these contents were posted organically, without any media support.
2/ From April 10th to April 15th: Introduction of UberEats and Carrefour.
We partnered UberEats and Carrefour to create readymade kits available for delivery. We then informed people of this update and new service available in the top 5 biggest cities in France with posts on the 3 brands' social networks.
List the results (30% of vote)
The campaign reached above 119 million contacts, generated over 3.5 million interactions in the social networks and 153 media apparitions in 36 countries.