Burger King’s Latest Ad Targets Its Workers, Not Customers

6,800 locations will showcase consumers' gratitude for employees

burger king order kiosks
The messages of encouragement and thankfulness will be on display at Burger King locations now through May 29. Burger King
Headshot of Mónica Marie Zorrilla

Flipping Impossible patties and delivering Croissanwiches were once considered low-risk tasks in our pre-pandemic timeline. For the past two-and-a-half months, however, these essential duties have been carried out by workers who have risked their health to keep working through the crisis.

To show appreciation for its employees, Burger King invited customers to leave thank-you messages for its team members when placing an order through the company’s app.

The result? A Double Whopper-sized show of respect and gratitude, assembled from more than 5,100 shout-outs gathered over the course of three days. Beginning Memorial Day Weekend, the messages of gratitude have been exhibited on a majority of in-restaurant order kiosks and digital menu boards for employees to view throughout their shifts. The “From Your Home to Ours” campaign, produced by creative agency David Miami, will be on display in 6,800 restaurants through May 29.

Shortly after rocking the advertising world by proudly showing off images of moldy Whoppers, Burger King had to pivot when the novel coronavirus began to spread, switching from shock value antics to solution-focused campaigns.

Many of these initiatives have involved handing out freebies to customers through tactics such as catching a moving QR code on a screen or changing their Zoom background to a branded billboard. In Agency FCB’s “Stay Home of the Whopper” ad, Burger King announced that it would not only be waiving delivery fees, but also stressed that the company would give away 250,000 free Whoppers to healthcare workers.

The fast-food chain also recognized its workers back in March, when Burger King parent company Restaurant Brands International announced expanded sick leave and bonuses.

Internationally, Burger King has also been consistently pushing Covid-19-related campaigns. Burger King France taught brand loyalists how to construct “Le Quarantine Whopper” (as well as the brand’s other French menu favorites), and committed to throwing 600 birthday parties for kids who didn’t get a chance to properly celebrate while sheltering at home. Meanwhile, Burger King Belgium teased guests with censored images of its menu items to rev up hype around drive-thrus officially reopening in the Western European country.

CREDITS

Agency: David Miami
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Managing Director: Ricardo Honegger
Group Creative Directors: Fernando Pellizzaro, Jean Zamprogno
Associate Creative Director: Curtis Caja
Junior Art Director: Sera Takata
Junior Copywriter: Jared Schermer
Creative Coordinator: Larissa Cocchiaro
Executive Producer: Carlos Torres
Associate Producer: Brenda Osorno
Global Chief Strategy Officer: Paula Vampre
Senior Planner: Stephanie Salvador
Junior Planner: Vanessa Amaral
Group Account Director: Stefane Rosa
Management Supervisor: Jenny Gobel
Account Executive: Rachel Startz


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@monicroqueta monica.zorrilla@adweek.com Mónica is a breaking news reporter at Adweek.
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