While it may not be safe to dress up for candy and do laps in the neighborhood this year, Burger King France is encouraging customers to step on the gas and knock on the door of their local drive-through instead.
As part of the Whoppeuuur Drive campaign, customers can decorate their bikes on Halloween and visit the restaurant with a 20% discount. Burger King also offers a special price for the best dressed ride shared on social media.
The campaign, launched by DAVID Madrid, offers some inspiration for car costumes. It shows a ghost wrapped in all of the leftover quarantine toilet paper and a vampire with a bumper and blood streak. The spot also features a creepy, inexplicable “forgotten fries” car as a warning to all customers never to waste a Burger King meal.
Over the years, the franchise has found memorable ways to reach its customers on Halloween by giving customers free Whoppers in clown costumes, introducing a Ghost Whopper, and dressing up their Queens location as a ghost of McDonald’s.
According to Constance de Vasselot, group leader for family marketing at Burger King France, this year was no exception.
“With the Whoppeuuur Drive, we are offering families a fun, creative and responsible alternative to door-to-door trick-or-treating,” she said.
This year Burger King Sweden and Denmark are also celebrating Halloween by casting shadows on the competition. In selected restaurant bathrooms, a cross between Ronald McDonald and Bloody Mary appears when customers loudly say “canceled clown” three times. This marketing stunt fits in with Burger King’s ironic tradition of trolling its greatest rival. A stunt drew the ire of some for being insensitive to businesses that failed during a pandemic. The “Scary Places” campaign encourages customers to drive to a variety of run-down, abandoned fast food restaurants and use the Burger King mobile app to receive a voucher for a free Whopper.
According to Saulo Rocha, executive creative director of DAVID Madrid, the Whoppeuuur Drive campaign reflects the franchise’s ability to maintain light-heartedness and humor during the pandemic.
“We are very proud to be able to support this brand that is constantly showing empathy and relevance for its customers,” he said. “With Whoppeuuur Drive, French families will continue to enjoy Halloween together.”
Don’t miss that Brandweek Sports Marketing Summit and Upfronts, a virtual live experience 16.-19. November. Get insights from leading athletes, how they mastered a year of surprises and changes, and what to expect in the coming year. To register.