With Swedes Unable to Travel, Burger King Turns Their Passports Into Loyalty Cards

One stamp equals one free burger. But it comes with a pretty big caveat

Would you hand over your passport just to get a free burger? Burger King

Around the world, and particularly across Europe, Sweden has faced a lot of criticism over its handling of the Covid-19 pandemic.

While other countries locked down, Sweden implemented a light-touch approach, banning large gatherings and telling people to socially distance, but avoiding a total lockdown.

As a result, a number of countries won’t allow Swedes to enter, including neighboring Denmark.

So Burger King and Scandinavian agency Ingo have found another use for people’s unused passports: If you let the burger chain give you a stamp, it’ll give you one of its new World Gourmet Burgers for free in return, with a maximum of five stamps per person.

“As the Swedish State Department still recommends citizens not to travel, we’ll let people repurpose their passport to experience tasty foreign flavors for free here in Sweden,” said Daniel Schröder, marketing director at Burger King Sweden.

There’s one pretty big disclaimer, though: If Swedes want to deface their passport for a free burger, they’d better check it won’t invalidate it first. Burger King says it won’t be taking any responsibility for rejected passports:

“Note that your passport may become unusable if you choose to stamp it,” the YouTube summary states in Swedish. “Burger King takes no responsibility if your passport becomes unusable.”

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.