Burger King & Friends
Award: Wood Pencil
Wood Pencil / PR / Reactive Response / 2021
Award: Shortlist
Shortlist / Direct / Integrated
Award: Shortlist
Shortlist / Integrated / Large Business
In October 2020, Burger King decided to express its support to the entire food service industry. First by publishing a print asking people to "Order from McDonald's", and then by dedicating its Instagram account to the promotion of small independent restaurants until they could open again. The goal: get the French people’s attention and make them realise that all restaurants need their help to survive. More than the massive PR and engagement, the campaign created a solidarity chain with thousands of similar initiatives from other companies to support their competitors.