Le Whopper De La Quarantine: Cooked up Perfectly
There’s a reason that Burger King is the king of fast food marketing in the eyes of many pundits. I’ve covered them several times before. It’s often been for efforts that sang to me, although not always.
Regardless, a Burger King has developed and adopted a distinct voice and persona. They are not afraid to take risks. They speak up on cultural issues. And they don’t always follow the playbook to a “t.” This makes them infinitely interesting for a blogger (and useful for content!)…and inspiring for a marketing professional.
So, in this climate, it’s interesting to see how they’d play. Their latest? Another winner in my book:
Le Whopper de la Quarantine.
This photo went up on Twitter a few days ago, compliments of the Burger King team in France. The message? Simple and beautiful. Stay at home and make-your-own whopper. Here’s what you need. What followed was another social media post with an easy Tasty-style video.
Pour vous aider à faire des WHOPPER® maison, on a fait une vidéo maison. pic.twitter.com/MIsSsYE7CK
— Burger King France (@BurgerKingFR) March 31, 2020
https://platform.twitter.com/widgets.js
The brand has since followed the same script — with images, then videos — for its other signature sandwiches in the French market. Rinse. Repeat. The effort is pitch perfect in this environment, for this brand. BK has established a reputation for being in-your-face, challenging and risky with its marketing…and doing it all while driving traffic and sales (see: the award-winning Whopper Detour campaign). Nothing with that tone or message would make sense at this precise moment.
So, instead, with many of its customers homebound, the brand creatively seized the opportunity to share the “secrets” to their iconic Whopper. Easy ingredients for at-home-cooking. Quick and painless content. In the process, they also succeeded in keeping the brand top-of-mind and even tapping into some Whopper-craving reserves for whenever customers head back into their local Burger King — or venue out for their contact-less curbside pick-up.
Heck, it got me thinking about a Whopper for the first time in awhile. And that’s the point. Flame-broiled 🔥
