After devastating France (and other European countries) throughout spring and summer, it seemed the coronavirus crisis was finally being brought under control, with the number of deaths and new infections dipping following lockdown restrictions.
But unfortunately, the rate of infection is once again growing across Europe, including in France, which has seen an exponential increase in cases in recent weeks. As a result, pubs and bars in Paris are being closed as the country looks to get on top of the pandemic once more.
In July, Burger King, via agency Buzzman, found a clever way to reassure customers about its hygiene and safety measures as the chain began to reopen following lockdown. It reimagined Burger King as an airline and enlisted French comedy actor Fred Testot as the pilot to narrate a safety demonstration, which included warning customers not to confuse the hand sanitizers with ketchup.
The concept, and Testot, are back to reflect the latest turn of events and reassure customers that the chain is adhering to Covid-19 safety guidelines.
In the new spot, a Burger King restaurant (reimagined as an aircraft called “Burger Klean”) shakes violently as it goes through what the pilot says is a “new Covid turbulence area.”
But as the plane steadies, the overall message is: “Don’t panic, all the crew is on top of things and can ensure your safety” with masks, gloves and hand sanitizers.
The social and TV campaign launched Tuesday and also promotes Burger King drive-thru, delivery and click and collect as options for those who wish to avoid dining in.
The work is in keeping with Buzzman’s lighthearted, tongue-in-cheek tone for the brand. Last week, Burger King in Belgium went on a quest for a Michelin star in a press, social media and outdoor campaign by the agency.
Burger King France
Marketing director: Alexandre Simon
Product marketing officer: Carole Rousseau
Marketing project manager: Clarence Zidouhia
President and executive creative director: Georges Mohammed-Chérif
Vice president: Thomas Granger
Managing director: Julien Levilain
Creative directors: Louis Audard & Tristan Daltroff
Art directors: Louis Audard and Tristan Daltroff
Copywriters: Louis Audard and Tristan Daltroff
Art director assistant: Vincent Tavernier
Head of Account: Loïc Coelho
Account executive: Fany Maupou
Head of social media: Julien Scaglione
Consultant of social media: Félix Brunot
Head of PR & communication: Amélie Juillet
PR & communication manager: Paul Renaudineau
Rights management: Dee Perryman
Head of TV production: Vanessa Barbel
TV production: Benoît Crouet
TV production: Morgane Gaspar
Sound production: Schmooze