This year, Burger King France is encouraging drivers to dress up their cars in Halloween disguise and head down the drive for a discounted meal. Burger King Brazil goes a step further by not limiting the fun to people with wheels – anyone who shows up on a broom will get a free Whopper on Halloween.
The franchise partnered with David São Paulo to launch the campaign video, which begins with a man sweeping his apartment floor. He quickly realizes that his broomstick can be used much better and puts his housework on hold.
“Like face masks, hand sanitisers and toilet paper, brooms have proven to be indispensable tools during the quarantine in Brazil,” said Rafael Donato, vp managing director at David São Paulo, in a statement. “That’s why we developed a Halloween activation that corresponds to the Brazilian reality and reflects the good-humored essence of BK.”
Over the years, Burger King Brazil has launched campaigns encouraging customers to lose their vigilance and get involved with Halloween. In 2019, the brand shocked Brazilian customers with their worst fear: an electricity bill or “boleto”, which was actually just a voucher for a free Whopper.
In a broader sense, Burger King also has a history of cheeky campaigns poking fun at its biggest competitor, McDonald’s. Burger King Sweden and Denmark continued the tradition this year by reincarnating Bloody Mary in the form of Ronald McDonald, who appears in select bathrooms when customers say “clown canceled” three times. In 2019, Burger King Brazil took part in the rivalry with its “Burn That Ad” campaign. Customers can download the app, scan a competitor’s voucher and watch it burn down on their screen to get a free Whopper voucher.
This year, customers must adhere to the rules of social distancing and wear a mask in the broom-thru in order to receive their free meal.
The turnout for the Halloween campaign looks promising: #BroomThru became a trending topic on Twitter Brazil on Monday.
“Every year we work on spontaneous Halloween campaigns to offer our customers an experience that is just as fun on this day as they are outside of Brazil,” said Thais Souza Nicolau, Marketing Director of Burger King Brazil. “Encouraging updated and creative conversations is our difference and the results have been amazing.”
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