Burger King Introduces Clever Branded Masks, Terrifying Mirror Promotion

By Brendan Menapace

Face masks play a crucial role in limiting the spread of COVID-19, but they aren’t exactly conducive to clear communication. You’ve probably had to repeat yourself more than once while ordering at a restaurant, or asked the employee to do the same.

Burger King Belgium recently tackled two issues—spread of COVID and poor communication—with a line of branded masks. A total of 250 lucky customers received a branded mask with their menu item of choice printed across the front. That way, they can comply with Belgium’s universal masking rule, and Burger King employees don't have to ask anyone to repeat their order or mix anything up.

https://twitter.com/szenasy/status/1297978929119219714

Burger King has, quite frankly, been killing it in Europe right now when it comes to promotional campaigns.

The chain also recently introduced a 6-foot-wide cardboard crown to enforce social distancing (sort of like Dos Equis’ cooler), and is even directly going at its main competitor in the form of a Halloween promotional stunt.

Remember the “Bloody Mary” game that kids would play at sleepovers? You’d have to go into the bathroom (or whatever room with a mirror) and say her name three times, and supposedly she’d appear in the mirror. It was terrifying. Do you also remember a few years back when McDonald’s announced that it would scale back the use of its Ronald McDonald mascot?

Burger King customers in Denmark and Sweden can go into participating restaurants’ bathroom and repeat the phrase “canceled clown” three times. At that point, the interactive mirror will register that they’re playing the branded version of the classic sleepover “Bloody Mary” dare, and cut the lights. Once the lights are off, a ghostly version of Ronald McDonald will appear in the mirror.

https://www.youtube.com/watch?v=2mhLPlDwDmE

There will always be stiff competition in fast food, and there’s never any clear winner. But right now, when it comes to promotional campaigns and creativity (as with the brand's new reusable packaging experiment), let’s just say Burger King is earning its crown.