The Pandemic made us witness unprecedented times, not seen for generations. The impact was so severe that no human being living on this Earth was spared. We all were affected in some way or the other. If not medically, then economically and in many instances people suffered on both counts. The entire human race was subjugated by a rampant virus. However, even in those difficult times, it was so heartening to see the creative juices of advertisers flowing unabated, which has truly inspired me to write this post today.
The Burger King Big Mac Campaign
Burger King, released a campaign just before the second complete Lockdown was made effective in the UK. “ Getting a Whopper is always best, but ordering a Big Mac is also not such a bad thing “.
Burger King asked their customers to order from Rival Franchises in the prevailing troubled times, so that even the employees of their rivals could be paid. The Restaurant Industry the world over had suffered massively and was crumbling beneath the inevitable lockdowns. Sales had dwindled tragically and there loomed a risk of many losing jobs. Online orders and home deliveries were the only option.
The Amazing Impact
The campaign was appreciated all over, particularly for the empathy it espoused for its rivals and the compassion which was implicit in the appeal to the customers. The creativity got the kudos too for the huge surprise element in the campaign and the timing of it. . Burger King campaigned for its direct competitors, but won hearts across the country. It also garnered massive publicity for itself which helped generate their own sales alongwith their rivals. This was the amazing impact of the campaign.
The Learnings
It is not always necessary to blow your own trumpet to make a successful marketing campaign. Sensitivity, concern , honouring prevalent times, having a surprise element and shock value may sometimes be tremendous creative tools.
Competitors and Rivals are never bad, has been made abundantly clear by Burger King. The Whopper and the Big Mac are Friends is the new Truth.
‘ The Whopper and the Big Mac are friends ‘.
What an ironical yet beautiful statement reflecting the unique sporting spirit of Burger King towards its famous competitor MacDonald ‘s.
This is a simple blog but carries a most important message that in difficult times human values of benevolence and generosity can transcend the strongest business rivalries. And this ethical spirit at such times eschews all envy and bitterness between competing businesses.
Very well summarised