#Whopperandfriends campaign sees Burger king lend its platform to independent businesses.
Burger King / Buzzman

It’s been a brutal year for the hospitality and food industries, with businesses having to navigate forced shut downs and ever-changing rules as governments have tried to stem the spread of Covid-19.

Many businesses have closed, and others face uncertain futures. In France, restaurants and bars are currently closed as the government attempts to reduce rising case numbers amid a new wave of infection.

In a bid to help support struggling businesses and show solidarity, Burger King in France has given over its Instagram channel to independent restaurants—giving them the equivalent of free advertising until Jan. 21, when they will be allowed to open once more.

The campaign, by agency Buzzman, aims to share the chain’s “visibility and community with restaurant owners who need it more” and will see Burger King spotlight a selection of restaurants, showcasing their address, menu and any promotions.

To participate, restaurant owners post a photo of their signature dish with the hashtag #WhopperAndFriends and Burger King France will retweet it.

Burger King has a long history of trolling McDonald’s in its ads. But the chain set aside rivalry with a marketing campaign last month that called on customers to eat at McDonald’s, and at all of its rivals including KFC.

That print and social campaign, also by Buzzman, said: “We never thought we’d be asking you to do this. But restaurants employing thousands of staff really need your support at the moment.” It was honored today in Adweek’s rankings of The Best Ads of 2020.


Client: Burger King France

Marketing Director: Alexandre Simon

Product Marketing Officer: Carole Rousseau

Media Officer: Erinna Beaudron

Agency: Buzzman

President and Executive Creative Director: Georges Mohammed-Chérif

Vice President: Thomas Granger

Managing Director: Julien Levilain

Creative Directors: Philippe Boucheron & Patrice Lucet

Art Director: Antoine Blondet

Copywriter: Julien Moulin

Head of Account: Loïc Coelho

Account Executive: Fany Maupou

Head of Social Media: Julien Scaglione

Consultant of Social Media: Félix Brunot

Consultant of Social Media: Arnaud Cherbonnier

Head of PR & Communication: Amélie Juillet

PR & Communication Manager: Paul Renaudineau