The Burger King Ad ‘Come and Get It Back’ is a humorous take on the ‘lost and found’ concept that is meant to announce the reopening of their restaurants after seven months of Covid-19 related lockdowns.
Burger King Belgium is leveraging customers’ lost property to entice Whopper fans back in to celebrate the reopening of its locations after a seven-month hiatus. The ad depicts lost goods that need to be collected by clients. In the lower right quadrant is the words “Come and Get It Back – Reopening of our restaurants June 9, 2021.”
However, the company couldn’t help but make a joke at rival McDonald’s expense. A McDonald’s employee’s hat is draped over a chair in the photo. Implying that its competitors like its Whoppers more than their own products.
Burger King Ad Strategy
The Burger King ad is humorous and draws attention to the reopening of its restaurants after a seven-month hiatus. The ad shows lost property that employees at this Burger King location have collected over time. Where the photo was shot. The ad uses the concept of coming back for the lost property as the pretense for announcing the date they will reopen their locations.
As the Covid-19 pandemic caused the closure of all Burger Kings worldwide. This ad has great cultural significance as the first sign of Burger King’s reemergence into the foodservice industry.
The strategy is to use humor to attract attention and return customers to their restaurants for their lost property (to be collected at the time of the restaurant opening). The ad refers to rival company McDonald’s and implies that customers will get a better product from Burger King because a McDonald’s employee was eating there. In the lower right quadrant of the ad, there is a date of June 9, 2021, which is when they expect their restaurants to reopen.
Burger King Ad Target Audience
The target audience is fast-food consumers who are weary of the Covid-19 lockdown. As well as are anxious to get back out and start eating at their favorite restaurants. The ad’s humor will attract and intrigue the audience. Which will effectively draw them into Burger King locations when they open up again.
The ad will be most effective with fast-food consumers. Who are just now emerging from their seven-month lockdown prompted by Covid-19.
The language used is colloquial and straightforward. Which helps to bring former customers to Burger King locations when they open back up. In addition, the ad is simple and easy to understand. Allowing audiences tired of the pandemic to quickly know what they need to do (go to Burger King locations) when the restaurants reopen.
The ad’s tone is humorous, which makes it more fun for audiences who are leaving their lockdowns. Where there were no outside social interactions, and will be looking to go out and have some fun.
The ad is effective because it uses simple language, references real-life situations, and uses humor to its advantage. The target audience for this ad will be people who are just now emerging from the Covid-19 lockdown. Using humor is an essential aspect of this since audiences will be relieved to start having social interactions again finally. The ad is also effective in that it references real-life situations (lost property) to announce the time of reopening Burger King locations, which will be helpful for audiences who are excited about getting back out and eating at their favorite fast-food restaurant again.
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